Emotional Impact:
Everyone in advertising knows that emotion sells. And nothing conveys emotion better than music. That’s why every nation on earth has a national anthem.

Mnemonic Impact:
There is no better way to remember a name, a product or a slogan, than to hear it sung. That’s how we teach kids their ABCs.

Relational Impact:
The style of music sets the mood.

What’s in a name?

It all depends on how you feel about it!
If the name is Rolex, it feels prestigious and therefore worth more money.
If the name is McDonald’s it feels like a fun place for kids.
If the name is IBM, it feels established and professional.

You may or may not have any actual experience with the above-mentioned product, retail establishment, or service, but nevertheless you have a feeling for them. How is that possible? Through branding. Branding is how you tell the world what you stand for. Branding is what turns people’s thoughts about your business into feelings about your business – even if they’ve never been there!

Generate a feeling and you start a relationship…

In today’s competitive and volatile business climate, the winners will be those who understand that they are no longer just selling products and services. They are selling a relationship. And that relationship starts by telling your potential customer who you are and what you stand for. It starts with your brand identity. Branding is the most powerful tool to help you get into the consumer’s mind. How you use it is equally important!

Branding improves top of mind awareness

Only 10% of your audience is ready to buy today. If your advertising message focuses primarily on that 10%, then you are wasting an opportunity to affect the other 90%, and therefore wasting money. The answer? Include brand-building with every event and promotion. By reminding the public of what you stand for with every sale you put on, not only do more people pay attention to your message, the sale becomes more meaningful for the people interested in the sale itself. Top of mind awareness is even more important with big-ticket items because the purchase decision can take many months. By utilizing your brand strategy with every sale, event, and promotion, you will achieve both short-term sales goals as well as long-term growth goals.

Get more mileage from your advertising

We’ve all done the math. Earning interest on your interest builds your savings account faster than earning interest only on your principal. The same holds true for advertising. This season’s campaign should build on last season’s campaign. Your print advertising should build on your radio, internet, direct mail, and TV advertising. Your service manager’s message should build on your sales manager’s message. What compound interest is to savings, compound impact is to advertising.

Put it all together with Brand Alignment

Brand Alignment is achieved when all forms of your communications reinforce each other. Every time the public thinks of your name, they understand who you are and what you stand for. Every advertising dollar you spend helps build your image, without mixed messages. Every time your ads are seen or heard, they trigger the emotional response that you want them to. But most importantly, when someone thinks of your industry, they think of you!

Advertising with a brand strategy is easy!

In fact, all of your advertising chores will become less time-consuming. Your promotions simply plug in to the big picture instead of you having to come up with the big idea every time.

Get more mileage from your advertising

As every media representative will tell you, you pay so much per impression. Of course the quality of that impression is totally dependent on the quality of the message. Too many advertisers make up for poor creative with increased frequency and that can get expensive! What ads do you remember? Which ones make you feel positive about the advertiser? Was it how often you heard them, or what was actually said? Just as in any effective communication, you’ve got to get people’s attention before they will listen. That’s what branding does. By appealing to their feelings, branding opens the door to your prospects’ minds. It’s the glue that makes your promotional message stick. The more impact each message has, the less media you have to buy to repeat it. Ad budgets are not infinite and need to be controlled. The question is always how best to spend your money. The compound impact and money-saving effects of Brand Alignment is the most efficient path.

GEORGE AXON

President

George is a guitarist, composer, producer who got his music degree from York U many years ago and never looked back. Besides hundreds of jingles, George has written scores for theatre productions, movies and TV themes.

He worked at Daniel Lanois’ studio as an engineer besides running his own recording studios since the 70’s. He continues to perform with various bands, and keeps the music spirit alive.

George has spent many hours in radio station boardrooms, meeting with radio reps and their clients so he understands that dynamic. He has also given numerous presentations on branding both in Canada and the US.

ED ROTH

Composer Arranger

Ed’s musical career began in Toronto’s Yorkville Village. He migrated to Los Angeles, re-settled in Hamilton, and finally returned to Toronto. He has played and recorded with such varied artists as Rick James, Daniel Lanois, Steve Miller and Raffi.He’s played Massey Hall, Maple Leaf Gardens, The Whiskey A Go Go, and The Fillmore West, sharing the stage with people like B.B King, Jimi Hendrix, Chicago and Santana.

Ed is still very active in the live music scene, playing everything from blues to funk, roots to gypsy jazz.Ed has written over 2,000 jingles, covering almost every product or service imaginable. For eleven years he was the musical director of CTV’s “Live It Up”.Ed’s creative association with George Axon spans over thirty years, and he looks forward to the next thirty years of “The George and Ed Show”.