From Jingle to Manifesto: The Power of Brand Anthems in Modern Marketing

Contents...

1. Iconic Brand Anthems
2. Case Study: "Music Deserves Bose" Campaign
3. How Your Brand Can Win with a Powerful Anthem
4. Final Takeaways: Make Your Brand Unforgettable

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What is a Brand Anthem and Why Should You Care?

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Think about most commercials you see. They're trying to sell you something, right? They'll list features: "Our phone has a better camera!" or "This is a self-parking car!"

A brand anthem is different. It's not a commercial. It's a story. It's a brand's way of saying, "This is what we believe in. This is our purpose." It’s an emotional, big-picture film that explains why the brand exists. A brand anthem isn't about the product itself; it's about the feeling or idea behind it. It’s what makes a brand more than just a store, it makes it a movement.

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1. Iconic Brand Anthems

To really get what an anthem is, let's look at some famous ones that have stuck with us for years.

Nike: So Win

The world knows Nike's iconic slogan, "Just Do It." It's a powerful call to action, a simple command to overcome challenges. But with their "So Win" brand anthem, Nike introduced a new, equally powerful idea. Launched during Super Bowl LIX, the anthem is a direct and defiant celebration of the power of women in sports. It features a roster of top female athletes like Jordan Chiles, Caitlin Clark, Sabrina Ionescu, Sha’Carri Richardson, A’ja Wilson and Sophia Wilson who are breaking records and selling out stadiums. The campaign's message is a direct response to a world that tries to put limits on them: you say she can't have an attitude? So win. You say she can't fill a stadium? So win. This anthem isn't just a spin-off; it's the powerful, undeniable result of what happens when you "Just Do It."

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Mercedes: #GrowUp

The Mercedes-Benz "Grow up." campaign is a marketing story for a new generation. Instead of just highlighting the luxury and performance of their compact cars, this campaign focuses on the messy and emotional journey of growing into adulthood. Through a series of short films and content, the brand tells the stories of young people navigating the space between adolescence and adulthood. This includes everything from starting a new job to a rocky relationship, all while showcasing the brand's five compact models. A key part of the campaign was a collaboration with US rapper A$AP Rocky, whose film for the CLA Coupé tells the story of his rise to fame. By focusing on these authentic, relatable life moments, Mercedes-Benz created a personal connection with a younger audience, showing that a brand known for engineering can also be a part of their life story.

The North Face: We Play Different

Launched in September 2024, "We Play Different" is a new brand anthem for The North Face that celebrates its rebellious spirit. The campaign, which was unveiled through various media outlets like The New York Times and YouTube, positions the brand as a champion of defying norms and exploring new paths. Instead of focusing on traditional sports, it highlights that for The North Face and its athletes, nature is the guide. The anthem features personal triumphs and milestones of the brand's global athlete team in unconventional outdoor locations, emphasizing the human journey of exploring places no one else has been.

These examples show that a good anthem can create a strong, emotional bond that's way more powerful than a simple ad.

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2. Case Study: "Music Deserves Bose" Campaign

Bose's 2025 campaign, "Music Deserves Bose," is a perfect example of a modern brand anthem. Rather than focusing on product features, Bose took a more profound approach, leveraging the power of music to connect with its audience on an emotional level. The campaign was published in September 2025 in the United Kingdom and the United States.

The video starts with moments from life: a first kiss, a chaotic morning commute, a morning routine that is meant to set the tone for the day - but they all feel either underwhelming or chaotic. Everything feels flat and a little awkward without sound.

Then, the music kicks in: a beautiful, orchestral version of Aretha Franklin’s "You’re All I Need to Get By." Suddenly, those same moments are full of emotion. The boring commute becomes epic, the first kiss is magical.

The message is clear: Music doesn't just add to life; it makes it better. And the campaign's central message is that "when your music sounds better, everything is better" (Ads of the World, 2025). The campaign's success was not by chance; it was the result of a deliberate, well-executed strategy.

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What They Did Right:

1. Led with Emotion, Not Electronics

Bose didn't talk about noise-cancelling tech or bass quality. They focused on the feeling of music and how it elevates every single moment. This taps into the psychological concept of emotional branding, which has been shown to be more effective at building long-term loyalty than simply listing product features. A study by Psychology Today highlights that emotional appeals are what ultimately drive customer loyalty and brand advocacy.

2. Tapped into a Universal Human Truth

The campaign's insight—that life feels incomplete without music—is something everyone can relate to, no matter where they live. Music is a universal language, and this insight created a powerful connection with a global audience. The campaign's insight was supported by academic research, which shows that musical cues in advertising can enhance brand recall and foster emotional connections with consumers (Bruner, G. C.)

3. Executed a Strategic, Multi-Channel Rollout

The video wasn't a one-and-done thing. Bose launched it globally at the MTV VMAs, making sure it reached people who are passionate about music. The message, "Music Deserves Bose," was used everywhere: on social media, in their ads, and in their public relations. A consistent brand message across all channels can lead to a significant increase in brand awareness and revenue growth for companies (Wiser Notify, 2025).

Why It Worked:

✅ It Created a Powerful Emotional Connection. By focusing on the transformative power of music, Bose built a positive and lasting brand association that goes beyond product specs.

✅ It Built Cultural Credibility. By using an iconic song by Aretha Franklin and launching at a major music event, Bose aligned itself with culture, not just commerce. This made the brand feel important and classic, not just trendy.

✅ It Encouraged Long-Term Loyalty. Research by Forrester shows that emotionally connected customers spend twice as much annually and are less likely to switch to a competitor.

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3. How Your Brand Can Win with a Powerful Anthem

A brand anthem is a big deal, and it's something a lot of brands should consider. Here’s why and how your brand can create one that stands out.

1. Build Real Trust

In an age of skepticism, consumers are looking for brands they can believe in. A good brand anthem tells a story and shows, not just tells, what the brand stands for. When a brand's actions and its anthem line up, it builds a deep sense of trust. Edelman's research highlights that 81% of consumers need to trust a brand before they'll even consider buying from it. People are more likely to buy from and stay loyal to a company that they believe is honest and has a purpose beyond just making money.

2. Attract the Right People

An anthem acts like a magnet. It doesn't try to appeal to everyone; it tries to appeal to the people who share the brand's values. For example, if your brand is all about sustainability, a good anthem will attract customers who care about the environment. This helps you build a community of people who are not just customers, but true fans who will spread your message for you.

3. Create Internal Alignment

An anthem isn't just for customers. It's a rallying cry for everyone who works at the company. It gives employees a clear and inspiring purpose. When your team understands and believes in the brand's mission, they become more motivated, more creative, and more likely to make decisions that truly reflect what the brand stands for. A study by Accenture found that 65% of consumers say that a brand's CEO and employees influence their decision to buy.

4. Invest for the Long Term.

Think about how fast a new product feature becomes old news. An anthem, on the other hand, is timeless. It should still feel powerful and relevant five or ten years from now. By investing in a core message and emotional story, you're building a foundation that will support your brand for years, no matter how much the market or technology changes.

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4.Final Takeaways: Make Your Brand Unforgettable

Just like certain smells or tastes can bring back a flood of memories, a powerful brand anthem can do the same. It’s an emotional shortcut that helps your brand get remembered in a crowded world.

We've seen it with Bose's heartfelt tribute to music and with countless other brands that have gone beyond simple selling. They’ve realized that people don’t just buy products; they buy into beliefs, stories, and feelings. And when you can make your audience feel something, whether it’s inspired to take on a challenge or simply reminded of the joy in life, you’ve done more than just market a product.

You've created a moment that will stick. In a market full of noise, it's these unexpected, emotional moments that set a brand apart. They don't just grab attention; they spark a connection that lasts.

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Ready to Craft Your Brand's Anthem?

Creating a brand anthem isn't about expensive ads, it's about defining your purpose, finding your voice, and telling a story that resonates.

At Lab Rabbit Studios, we specialise in helping brands uncover their core identity and translate it into compelling, high-impact campaigns that people remember. We combine data, culture, and storytelling to create brand moments that feel authentic and unforgettable.

Let's build your brand's next cultural breakthrough. Get in touch with us today!

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