| MusicIP
2009 REBRAND 100 Winners > notable
Industry/Sector: Technology/Computer Hardware/Software
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - MusicIP is an innovator in scalable music identification and discovery solutions for portable media, software and online music sites.
Challenge - As a startup, it had gained some heavy-hitter customers, but wanted a truly global footprint. Interbrand was engaged to develop a comprehensive branding program to position the company for awareness and growth.
Strategy - Informed by a competitive audit and interviews with MusicIP’s management, key customers and music listeners around the world, “Music Ubiquity” became the brand platform, celebrating the mass proliferation of music across all media. The tagline “Your World. Amplified.” supports that aspirational platform, a customer promise that will grow with MusicIP as it expands into the consumer market. The strategy team recommended an endorsed brand architecture, with “Energized by MusicIP” as the endorsement line, enabling the company to simultaneously develop its organizational and product brands.
Result - Launched at the Consumer Electronics Show in January 2008, the new brand drew executives from Microsoft, Google, Yahoo!, BMW and Nokia, who stopped at the booth to learn more. “I truly don’t believe that the final identity for MusicIP could have turned out better,” says Rachel Arnold, Marketing Manager, MusicIP. “Finally, our brand measures up to all of the unique qualities and technologies behind MusicIP.”
Credits:
Client: MusicIP - www.musicip.com
Brand Strategists/Designers: Interbrand - www.interbrand.ca
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