What if you are sitting at your desk and someone says, “let’s brand fragrance.” You reply, “you mean a certain fragrance?” “No” they say, “let’s brand all fragrance.” Sounds ridiculous, doesn’t it?
Well consider what Muzak did years ago when they created the idea of using music in the background in the workplace. Muzak is known as elevator music. It even created the term “elevator music.” Now it’s in office buildings, lobbies, restaurants, schools, etc. And the category that resulted, Business Music, has competitors.
I assumed this category began in the 1960′s, but research showed me that it is much older than that. The company Muzak Inc was incorporated in 1934. This brand gained credence after a British study in 1937 showed that music increased work efficiency. Then another study in New Jersey showed that music added in a manufacturing plant reduced absenteeism by 88%. The brand Muzak introduced a form of franchising in 1938. William Benton of Benton & Bowles advertising was an owner of the brand at one time.
Technology has changed but the fundamental idea is the same. Even the Ipod owes its success to the same basic idea. Background music increases work efficiency, whether in the hallway, at the desk, or in the gym. What an idea to brand!