Word: finigan
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...butt of jokes for its bland elevator music, but it now supplies some 400,000 shops, restaurants and hotels around the world--including Gap, McDonald's and Burger King--with songs tailored to reflect their identity. "What we're trying to capture is a brand's essence," says Bob Finigan, Muzak's vice president of product and marketing. "We express the intangibles of a brand's identity--their company values, their position in the market--through the emotional power of music...
...years ago, Muzak formed a partnership with ScentAir, a U.S. firm that specializes in installing inviting aromas in hotels, restaurants and stores. "Instead of asking a customer, 'How does it sound?' when they walk into a business, we're now saying, 'How do you feel?'" says Muzak's Finigan. Shopping psychologist Denison says growing competition for the attention of time-pressed consumers will force businesses to focus more on the total sensory experience they provide: "Retailers will have to make their stores more stimulating." The message, loud and clear: master the senses, and pump up the sales volume...
...butt of jokes for its bland elevator music, but it now supplies some 400,000 shops, restaurants and hotels around the world - including Gap, McDonald's and Burger King - with songs tailored to reflect their identity. "What we're trying to capture is a brand's essence," says Bob Finigan, Muzak's vice president of product and marketing. "We express the intangibles of a brand's identity - their company values, their position in the market - through the emotional power of music...
...years ago, Muzak formed a partnership with ScentAir, a U.S. firm that specializes in installing inviting aromas in hotels, restaurants and stores. "Instead of asking a customer, 'How does it sound?' when they walk into a business, we're now saying, 'How do you feel?'" says Muzak's Finigan. Shopping psychologist Denison says growing competition for the attention of time-pressed consumers will force businesses to focus more on the total sensory experience they provide: "Retailers will have to make their stores more stimulating." The message, loud and clear: master the senses, and pump up the sales volume...
...media coverage...wasn't I interviewed by scores of newspapers around the country and didn't I appear on the Dave Finigan television show? How about all the monthly newsletter that I wrote? There must be a record of my presidency somewhere...