You are what you listen to. By analyzing the songs that are on heavy rotation on your playlist, music solutions agency Homonym can give brands a picture of who you are: from the shampoo that you use on your head to the shoes that you wear on your feet.
“To us, sonic branding, or the sound part of your branding, is very important because that’s the only way you can make [people] feel. ... Audio makes you feel,” said Mike L. Constantino, founder of Homonym.
In this B-Side episode, he explains to BusinessWorld reporter Brontë H. Lacsamana how audio data can help brands reach their target market using as an example Nissan’s 2020 X-Trail ad campaign.
Based on Homonym’s research, the marketing push for the X-Trail, described on the Nissan website as “an SUV with muscular styling,” used “Money For Food” by petite singer-songwriter Barbie Almalbis in its spots.
This B-Side episode was recorded remotely on Aug. 19, 2021. Produced by Paolo L. Lopez and Sam L. Marcelo.
