Handmade · Episode 05 · 11 Oct 2026 · 0:37
Same Product. Different Company
The same fictional yoghurt suggests three different companies as the music changes around it.
With Shai Hirschson · Video language: English
The familiar problem
A product can look exactly the same while its music suggests a different company behind it. Every track brings associations. If those associations are missing from the brief, the brand's musical direction remains open to chance.
The Brand Studio function
mDNA™ Profiling
mDNA™ Profiling starts with what the brand stands for, who it speaks to and what its music should communicate. That musical direction becomes a reference for comparing tracks and their brand fit, so the associations a track brings can be considered in the choice.
What it adds
Music partners get a clearer brief, and the team gets a way to discuss what a track suggests about the brand. The desired personality has a place in the selection criteria.
Takeaway
Brief the company people should hear behind the product.
Transcript
Video language: English
This is the all new yogurt. It's yogurt.
And with this track, it's triple pasteurized in the foothills of Tuscany. And with this track, we're disrupting the dairy industry. And now, we're in Miami, Florida.
You see, the same product, three completely different companies.
Music tells people what they're looking at before the logo does, and Brand Studio shows which music puts the brand in the right world.
No yogurt was repositioned during this test. EightSix.
Production: EightSix and Leuchtturm Film