Hallmark

“We were pleasantly surprised by the clear and effective way in which TAMBR guided us through the process. Thorough research, data and musical expertise combined!”

Jan-Willem Koch, Managing Director Continental Europe Hallmark Cards

What was the reason for working with TAMBR ? And how was the experience?

We were just developing a new campaign and pay-off. Musical support for our brand, matching the many stories we wanted to tell, was exactly what we needed. The concept of sonic branding was familiar to us, but we were positively surprised by the clear and effective way in which TAMBR guided us through the process. Thorough research, data and musical expertise combined!

Hallmark is an international brand. How does a local musical identity fit into this?

Hallmark has a lot of room to manoeuvre locally. Also on a creative level, because almost all card designs come from our own Creative Studio. In this way we remain relevant to our markets. But of course not every region has its own musical identity. In the Netherlands we are frontrunners in this field and that is seen – and heard – in the US. They feel our sound fits very well with the identity of the brand and that’s of course a big compliment.

How are Hallmark’s brand values ​​translated into music?

Hallmark empowers people to connect. To appreciate and share. A loving and optimistic brand. You can hear this, for example, in specific chord progressions that evoke a certain longing to connect. The excitement that goes with that feeling is underscored by a groovy rhythm section and a lush arrangement full of flowing timbres.

What are your plans with this musical identity?

First of all, our music will be used in all our campaigns. The sound logo in particular plays a major role in that context. But of course there is much more content. That is why we have organised a number of workshops to launch our musical identity internally. For example, everyone who helps build our brand now knows the basics of audio marketing and all marketers have access to our music library. It contains so many different arrangements of our tune that we have enough music for years to come!

When should a brand develop a musical identity?

Our own sound completes our brand identity. Sound stimulates other senses and works directly on emotions. Moreover, it saves a lot of time if you no longer have to search for suitable music. Reasons enough to embrace audio as a marketing tool!