We had another session at the Brand Network this week in which we were looking at how do you get the rebranding of a company right. Since we were using Ecademy as a case study with the people who managed it talking to the massed wisdom of the brand professionals, my partner in crime, Mark Wing, suggested we might do a song to lighten the mood and get us off to a good start. There’s a live film of this floating about somewhere but until it surfaces, here is It Ain’t Easy. Eagles fans may find it strangely familiar

Next outing of the Music in Marketing experience is on 16th December for a Business Networking group.

Basically I’ll be using some well known tunes to illustrate some basic principles of marketing and communication. Things like how to tell a story in a couple of verses like in Sunny Afternoon, how to build a consistent image around an overarching idea – like the Rolling Stones did with suburban sleaze, how to get your materials embedded into other peoples work – as Dylan did, and how successful covers can build a reputation by being known, liked and followed. We’ll also take a look at how Jazz is a parallel for brand guidelines and how hooks are like musical logos. We’ll end up thinking about how the practice of music mirrors the kind of offline/online integration that goes with marketing in this strange 21st Century.