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When Music Builds Brand
Source: https://www.imagensdemarca.pt/artigo/quando-a-musica-constroi-marca/
Goal: To enhance brand positioning and consumer connection through music events
Media: Music festivals
Summary: The article discusses how various brands leverage the music festival NOS Alive to enhance their presence and connect with consumers. NOS utilizes its role as a naming sponsor to provide connectivity and memorable experiences through technology, while Galp promotes energy at music events. Heineken introduces a smart wristband for music fans, combining technology with entertainment and sustainability. Fidelidade continues its live music connection through the concept 'Follow your sound', and Auchan enhances its community presence at festivals, aiming to bridge generational gaps. The article illustrates how music serves as a crucial communication platform for brands.