If Beethoven would live today, he would be perfectly prepared for a role of brand manager. Brands today exist in multiple media and are defined by multiple voices. Their behavior in media enviroments is iterative, with no beginning, no end, and little repetition. Just like Beethoven’s musical patterns.
During the “Brands as Patterns” panel discussion, musician Walter Werzova, who created the famous Intel sound pattern (ta-ta-ta-taa), said that succesful music is built through the combination of what is expected and something new. So must new brand managers create brands for the digital age – building slowly through several experiences but in a definite pattern.
All the panelist agreed that PR is well positioned to take care of brands as they adhere to a big idea, through repetition and adaptation. Good to hear that! Now I’m off to study Beethoven’s patterns.