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A return to emotional marketing: BT's audio brand

A return to emotional marketing: BT's audio brand

Last year, whilst competitors focussed on broadband speeds and new technology, BT launched a new emotional brand positioning. "Be there" was designed to unite BT's platforms and focus on human closeness - just like their long-running "It's good to talk" campaign. And as "Be there" comes to fruition, BT are capitalising on their emotional approach through more considered use of music in marketing and audio branding strategy.

"People still talk about ‘It’s good to talk’", explains BT's chief brand and marketing officer Zaid Al-Qassab. "We realised with all our technological advances that was something we’d drifted away from, and it was something we’d like to get back to." In order to do this, Richard Lloyd, head of brand identity at BT, realised that music would play a core role: "We felt the time had come to try and manage our sonic identity with the same kind of rigour that we bring to our visual identity... to have a more designed, purposeful, consistent approach to create the real personality of BT".

Audio branding agency CORD was in charge of realising the BT brand through music. CORD worked with BT's values of personal, simple, and brilliant, and their brand positioning: BT brings you closer to what matters most. It was also important that BT's sound was flexible enough to work across their many touchpoints. BT saw their key sonic touchpoints as advertising, TV and sports programming, telephone on-hold music, and events. 

BT's brand music was recorded at Abbey Road Studios. The brand believe that the end result is a distinctive, flexible asset. Their new brand music is heavily focussed the sonic logo, and Jim Brackpool, head of music at BT sports, explains how he can hear it working in "different styles, at different tempos, with different rhythms and grooves behind it".

Indeed, since BT's "Be there" campaign launched, far more of its TV adverts have included their sonic logo, which has tempo and instrumentation variations. 

Header image source: BT

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