Oh, I believe in yesterday... and so should brands

It turns out that love isn’t all you need. You also need the right sound. At least, that’s what The Beatles have proven with Now and Then. 

Their latest AI-assisted hit single (and first new release in 45 years) was an immediate chart-topper, striking a chord with fans old and new. 

The familiarity and history of the music, coupled with its consistency, is what draws people in.

Perhaps it’s the fact that listeners can sit back and enjoy the creative genius  of late band members John Lennon and George Harrison that makes it an instant classic. The song finds a perfect harmony between innovative technology and humanity to drive connection. 

Above: The Beatles' most recent hit, the AI-assisted Now and Then. 

The Beatles’ enduring legacy and consistent sound proves that time is simply an illusion when it comes to solidifying a robust fan base. You don’t need to change your tune if you hit the right note the first time around – and brands would do well to march to this same beat. 

The familiarity and history of the music, coupled with its consistency, is what draws people in. The band’s success upon their return offers a valuable insight into how brands can navigate the delicate balance between honouring their heritage and embracing innovation to drum-up cross-generational support. 

Tradition doesn’t play second fiddle

Just as Love Me Do and From Me to You enabled The Beatles to quickly build a loyal following, so too can brands leverage different anchors to retain customers across generations. 

Don’t be afraid to toot your own horn - literally. Sound increases brand recall by 96% compared to visual branding. 

It’s about pulling the common threads that knit your brand’s purpose together, while staying true to the tapestry that is your legacy. Our work with The National Trust was built on this principle; it highlighted how a legacy brand can maintain relevance by leaning into and modernising its heritage identity to attract newer, younger fans. 

Above: to You enabled The Beatles built a loyal following with songs such as Love Me Do and From Me, and brands too can leverage different anchors to retain customers across generations. 

Brands don’t need to say hello new, goodbye old. Music can be intertwined into existing messaging to build long-lasting brand equity, affording them an opportunity to adopt an omnipresent position in the market. 

Balancing a respect for the past and a powerful legacy with a desire for innovation should be brands’ priority.

The Beatles’ sound is immediately identifiable, and it’s that familiarity that has fuelled their rise to the top once more. Opening the nostalgia tap and allowing this to flow into marketing comms can be a brand’s way into speaking to new consumers. 

Legacy has already been established as a positive driver in shaping how consumers interact with brands. A rich legacy is often perceived as a gateway to greater credibility and authenticity. There’s nothing to stop brands using music to emphasise this and touch on the past. 

Look at the way that The Beatles’ latest hit pays homage to the history books. Its late members are still front and centre, helping to evoke positive memories in listeners. Singing the same tune could be the key to unlocking improved brand recall.

Above: There is nothing to stop brands using music to emphasise their legacy and touch on the past.

Here, there and everywhere

One thing’s for sure; brands can’t afford to only be showing up in a single location. Marketers and advertisers should be taking centre stage on all platforms. 

In a world that’s saturated with digital and physical brand identifiers, carving out your own lane has become increasingly difficult. Recall needs to go past the tangible touch points we know and love, and find a home in the hearts and minds of the consumer – eight days a week!

One thing’s for sure: brands can’t afford to only be showing up in a single location.

Don’t be afraid to toot your own horn - literally. Sound increases brand recall by 96% compared to visual branding. Nando's understood the assignment when it identified that creating an ident could help bridge the consumer divide. Taking inspiration from its African culture and weaving this into its new asset enabled it to truly speak to its brand and experience and offering. 

This is the true potential power of music. Playing the right sounds that resonate with your brand’s identity and complement its existing messaging is the first step to ensuring that your marketing strategy keeps time with the consumers’ beat.