Yesterday, I submitted part 1 of my blog on music and its role at the heart of brand utility. This is the second and final part of that blog, where I’ve listed five further considerations when using music to create brand utility. 6. Build strategic partnerships Creating brand utility won't deliver...
A smart trick for sports promoters and governing bodies is attracting new fans but without losing any of their traditional fan base. Despite some early resistance, cricket has done a great job in reaching a new audience through 20Twenty, for example. In some people’s eyes rugby union is the refuge of...
As our debut post I felt we should set the tone and context for the forthcoming content of the FRUKT on music blog. My business partner and I sat in Hyde Park with a bottle of cold Rosé more than ten years ago and talked about how despite working for a globally renowned major record label, it didn't...
Aside from sounding like businesses that you would have thought had been cast asunder by the 1973 Oil Crisis, what do Basildon Chemicals and Banner Batteries and have in common? They are just two of the particularly obscure brands whose ads, which look like they come from the 1950s, adorn some of the...
The economic downturn has put the spotlight on sponsorships ability to deliver genuine ROI like never before. So, a deal that really caught my eye recenlty was O2's decision to sponsor the Academy music venues as well as any Live Nation event. O2 has always sweated every drop from its assets and...
It's something of an urban legend - though I'm told it's utterly true - that, in the Far East, a mobile phone user can barely walk past a vending machine without pointing their device at it to buy something. Books, cans of Coke - all sorts are bought through phones and added to their usual...
