So that waiting for the business is great

Friends publivores, runway. The latest find from the Web, blind special test réclames, should occupy your fall evenings. The spellbinding gimmicks of Stevie Wonder Free remind you something Bank popular, of course. This small air "hovering" entitled Between Aswefall us Air France, bravo. And the concerto n 1 of the Vivaldi four seasons... you dry Normal: over 600 000 businesses it have used on their switchboard! For the consumer, a pensum and signs, identity suicide. Very fortunately for our eardrums (and our nerves), companies neglect less their sound identity. "After decades of dictatorship of the image, it is now recognized as a selling point and added value in the communication", said Julian Treasure, President and CEO of the Sound Agency in London and author of Sound Business.

A decision of conscience linked to technological developments - podcasts, mp3, download platforms - which are new ways to go to the meeting of the public. And then, the crisis is over here: a single music broadcast on multiple support rationalizes costs. So that waiting for the business is great. Agencies await firm foot. The benefits range from music composition to the Board in sound strategy, passing by the prospective Eve. "But their approach goes further: in Brandy Sound, talking about"determinism"and"bonding"." The goal is to create an intimacy between the brand and the consumer by leading to the latter in an emotional registry ", explains Olivier Covo, his Associate Director and... former Apple."

Left to find his "voice". Some brands - large distribution in mind - prefer digging in catalogs musical - even out of the closet of the tubes to the scent of mothballs. Those who wish to review their positioning on the rise while remaining on a mass communication are the bet of a custom signature. In 2005, the SNCF is offered the services of his sixth, pioneer of the design France sound weak customer (Coca-Cola, Christian Dior, Samsung). "Needed us a fresh, modern and not too intrusive Melody", explains Laurence Béhar, responsible of the design centre of SNCF. Result The famous "Dup, ta, da, dap". With its minimalist two gongs, BMW also stack is in the more "less is" trend.

But successful musical identity, the Palm is up to the hotel Costes. "Initially, the idea of Jean-Louis Costes was gently distract the ears of the customers in the restaurant", remembers Stéphane Pompougnac, DJ and artisan of mixes. The result 4 Million sold compilations and a global buzz - very good account - for the sign. Same identity success at colette who offers for sale its sixth House opus.

Since the mode operates the seam until the rope. What creator - CANY to Vanessa Bruno from Christian Lacroix - not to split its small comp. When it does not create his own label, such as Zadig & Voltaire. To distinguish the purists imposters, the best is still to go to shop. Side luxury, put on a barely audible soundtrack but good, chosen in the high place (a prerogative dear gentlemen Lagerfeld and Galliano): the whispered is last in the luxury retail experience. Ready-to-wear, one goes up the sound but the programming is, say, more risky. The image of Zadig & Voltaire, champion of the rock' n'roll attitude surprised in flagrante delicto of dance low cost. Agnès b, she remains faithful to his role as patron for independent labels. The more ayatollesque The creator of APC, Jean Touitou: "two times a year, I present by hand to each shop manager a playlist of more than 3,000 hours of music concocted by my care." A sharp selection, "without loungerie and never, oh great never monument of music such as Bob Dylan." Too overwhelming, do you think.