What Marketing Can Learn From Music

The ability to craft something new and valuable drives both music and brand success.

Gone are the days when mere novelty sufficed, consumer expectations today, demand the paradigm shifts that successful musicians have demonstrated throughout history.

In the cacophony of the modern marketplace, brands face a constant struggle – to be heard, understood, and ultimately, chosen. Amidst a sea of similar offerings and relentless advertising, how does one break through the noise and establish a distinct, meaningful presence? Perhaps some answers lie in the creativity, fresh perspectives, innovative approaches, and unconventional storytelling of music.

There have been numerous artists and movements in music that have demonstrated these fresh perspectives. From Beethoven to The Beatles and beyond, there are examples of artists who have demonstrated innovative approaches, and unconventional storytelling in their respective eras.

Beethoven was known for pushing the boundaries of traditional classical music. His innovative compositions, such as the "Eroica" symphony and the "Moonlight" sonata, challenged the conventions of his time and paved the way for future generations of composers. He was known for his experimentation with harmony, rhythm, and instrumentation, which helped to shape the course of classical music for centuries to come.

In the 20th century, Jazz fusion emerged, combining elements of jazz, rock, and funk to create a new sound that was both innovative and accessible. Artists like Miles Davis, Herbie Hancock, and Weather Report pushed the boundaries of what was possible in jazz, often incorporating electronic instruments and complex time signatures into their music.

The Beatles demonstrated fresh perspectives, innovative approaches, and unconventional storytelling in their music. They were known for their experimentation with various musical styles, including pop, rock, folk, and psychedelia, and their willingness to push the boundaries of what was possible in popular music at the time. Their groundbreaking album "Sgt. Pepper's Lonely Hearts Club Band" is often cited as a prime example of their innovative approach to music, incorporating elements of classical music, Indian music, and electronic music into their sound.

In more recent times, artists as different as Taylor Swift and Frank Ocean, both incredibly talented and influential musicians, have made significant contributions. Taylor Swift draws from her personal experiences and emotions to create deeply relatable and heartfelt music. She has been praised for her ability to connect with her fans on a personal level in a manner any brand marketer can only dream of.

Swift’s willingness to explore different musical styles and genres throughout her career is the secret of her success and has been recognised with numerous awards and accolades, including multiple Grammy Awards, and has sold over 200 million records worldwide.

Singer-songwriter and rapper, Frank Ocean, released his debut solo album, "Channel Orange," in 2012, which was met with widespread critical acclaim and commercial success. His introspective and emotionally vulnerable lyrics, often explores themes of love, identity, and personal growth. He has also been praised for his innovative approach to music production, incorporating elements of R&B, electronic, and experimental music into his work.

Both Taylor Swift and Frank Ocean are examples of contemporary musicians who have demonstrated fresh perspectives, innovative approaches, and unconventional storytelling in their music. Their willingness to push the boundaries of their respective genres and to explore new territories in their art has helped to shape the course of modern music and to inspire future generations of artists.

In the intervening years, the punk rock movement of the 1970s and 1980s in Britain was known for its rebellious spirit, DIY ethos, and unconventional approach to music. Bands like The Clash, The Sex Pistols, and The Ramones brought a new energy to the rock scene, with raw, energetic music that often tackled social and political issues.

Across the pond, Hip-hop has been a powerful force for storytelling and innovation in music since its inception in the late 1970s. Artists like Kendrick Lamar, Kanye West, and Lauryn Hill have used their music to tell powerful stories and challenge societal norms, often incorporating elements of jazz, soul, and funk into their sound.

While in Europe, the rise of electronic music in the late 20th century brought with it a whole new set of sounds and techniques, from the pulsing beats of techno to the atmospheric soundscapes of ambient music. Artists like Aphex Twin, Daft Punk, and Bjork have pushed the boundaries of what's possible in music, often incorporating unconventional instruments and production techniques into their work.

Even in the realm of classical music, composers like Philip Glass and Steve Reich have brought a fresh perspective by incorporating elements of world music, minimalism, and electronic music into their compositions. This has resulted in a whole new genre of music that blends the traditional with the modern, often with unconventional instrumentation and structures.

For marketers, catchy slogans and visually stunning campaigns have their place, but true differentiation, like that shown by the musicians mentioned, requires going deeper. It's about understanding your audience's deeper needs, aspirations, and cultural context. It's about identifying unmet needs and crafting solutions that not only fulfil them but also elevate the brand's value proposition.

Newness doesn't just refer to a novel product or service. It encompasses fresh perspectives, innovative approaches, and unconventional storytelling. It's about challenging the status quo and offering something the market hasn't seen before. But novelty alone is insufficient. It must be coupled with genuine value. This value can be tangible, like a superior product feature, or intangible, like an emotional connection or a positive social impact.

So, how does a brand harness the true potential of marketing creativity? Go beyond demographics and delve into the psychographics, values, and cultural nuances of your target audience. Don't be afraid to question existing norms and explore unconventional approaches. Focus on creating solutions that offer unique and meaningful value to your customers, and craft narratives that resonate with your audience's emotions and aspirations.

Remember, differentiation is not a one-off campaign, it's a continuous journey. It requires embedding creativity into the core of your brand strategy, from product development to customer service. It's about fostering a culture of innovation and experimentation, where every employee is empowered to contribute to the brand's unique voice and value proposition.

The true potential of marketing creativity lies not in fleeting trends or empty buzz, but in creating something new and valuable that drives meaningful brand and business differentiation. By following the examples of successful musicians, brands can cut through the noise and forge lasting connections with their customers. In a world where sameness reigns, it's the power of meaningful differentiation that will propel brands, like music, towards success.