![]() The Solé Fixtape playlist on Soundcloud bought me to the top of the Solé Bicycles funnel… If I’m using myself and the well-known marketing funnel as a case study…Ī while back, I’d never heard of Solé Bicycle’s before, and rightly so, they’re located in Venice Beach, Los Angeles. They’re aligning their brands to things that people are interested in, and passionate about, and using these partnerships to tap into culture and tell their brand story. These brands are utlising music in the same way that other brands may use other forms of IP and properties such as sport. Through curated playlists, sponsorships, collaborations and events, these brands have managed to deliver memorable experiences that build positive associations with their current and future customers. Shown in the two examples above, music is not only a practical way to connect with a young audience, it also allows brands to engage an audience in a creative way, making it superior to other forms of communication. Using music to connect, engage, and tell their brand story. Reason being is that they’re striving to achieve similar brand positioning, targeting a similar audience, and using the same vehicle to execute.Īs an extension to their playlist, they’ve also deepened their engagement tactics by teaming up with artists (who feature on the playlists) and festivals (that the artists feature in) to run promotions where they give away items such tickets to festivals, flights, accommodation, and of course, bikes. I’m sure it happens/happened/is happening. Solé Bicycles x musicĪt some point, I wouldn’t be surprised if I came across someone riding a Solé Bicycle, whilst wearing Barney Cools clothing. The music that they play a big part in bringing to the world, and the experiences they create through music, align perfectly with their style of clothing, reinforcing their brand strategy. They live and breathe music, and often blare music and have friends drop into their offices for live DJ sets in the middle of the day.įrom their brand bio: “Barney Cools is a lifestyle brand, and music is a big part of our lifestyle.Īnd that… Our designs give people a vehicle to share our expressions – inspiring smiles and optimism.” Their passion for music is not only a feature of their external marketing campaigns, it’s also part of their internal culture. *They’ve embedded themselves so far into the music scene, that they have their own crew DJ’ing across the Australian club & festival circuit – “Barney Cools DJs” Partnered with Client Liaison and Captain Morgan to launch their own party shirt ahead of summer. ![]() Regularly thrown their own parties: Here and below:.Launched an online mixtape: "Cools Cabin Fever” was created to support Australia's music industry in the midst of covid and features some of Australia's best artists including Yolanda Be Cool, Set Mo, Nicky Night Time and Northeast Party House Listen here. (Personal favourite).Sponsored events: Barney Cools presents Motez.Barney Cools are engraining themselves in youth culture through a music focussed-strategy.Īmongst other things, so far in their journey they have: Their clothing is made for surfing, skating and “cutting loose”, so naturally, their target audience tends to be on the younger side. They’re an Aussie menswear label who boast a “rebellious spirting and open mind” and they’re known for their “poolside etiquette” style-clothing. Their core businesses are selling clothes and bikes.Īlthough they sell different products, they have at least one thing in common - Barney Cools and Solé Bicycles both use music as a vehicle to build their brands.
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