The 4M Framework™ · 02
Music
What should people hear and remember?
Changes culture.
What It Covers
Inside Music
Music gives the message an emotional identity. In the 7 Vision framework, Music includes sonic branding, company anthems, theme songs, campaign music and audio elements that help a brand become recognizable beyond its logo. We begin with the organization's story, personality, audience and desired feeling. From there, the creative direction determines the sound, lyrical themes, hooks and appropriate versions. Music is not added simply because it is entertaining; it is used when sound can improve memory, emotion and connection. A strong musical identity can travel through commercials, social videos, events, websites, podcasts and internal culture. For organizations with a mission, an anthem can also give employees, customers, members or supporters a shared expression of what they believe. The objective is consistency: when people hear the sound, they should increasingly connect it with the story behind the brand.
Deliverables
- Discovery and musical direction
- Original sonic-brand concept
- Company anthem or theme-song production as scoped
- Full and/or short-form versions as scoped
- Audio integration recommendations
- Campaign-ready music assets as contracted
How It Works
How We Build Music
Discovery
Identify the purpose, audience, desired outcome and existing assets.
Creation
Build the strategy and creative assets around the approved direction.
Deployment
Put the work into the channels where it can reach people and drive the intended next action.
The Other Pillars
Continue Through the Framework
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