Country Admit It You Love It

Janice Brooks · Post by **Janice Brooks** » 30 Apr 2001 12:08 pm

CMA Announces Innovative Branding Initiative for Country Music; Campaign Introduces Contemporary Logo and Tagline

NASHVILLE, Tenn.--(ENTERTAINMENT WIRE)--April 30, 2001--After several months of research and development, the Country Music Association has announced the initial findings of its comprehensive brand development project for Country Music. The resulting tagline and logo are the first steps toward evolving an enhanced identity for the format that expands the consumer base and solidifies the core audience.

"Country Music stands alone in its breadth of support and talent to initiate a campaign of this magnitude and importance," said Kitty Moon Emery, who chairs the CMA Marketing and Communications Committee, responsible for the brand initiative. "We are working together as an industry to impact the future. No other genre has the platform and ability to pull our industry leaders together - despite the fact that they are competitors - for a common cause."

Since September, award-winning, major advertising agency GSD&M, based in Austin, Texas, has conducted quantitative national consumer research, along with 31 focus groups in Atlanta, Dallas, Chicago, Los Angeles and Nashville. The goal was to assess current perceptions of Country Music among consumers and identify the format's most distinctive and compelling aspects.

The research was designed to identify the core values of Country Music. The extensive research effort provided the basis to better brand Country Music in order to distinguish its appeal and unique characteristics.

When asked about Country Music, people most frequently said that Country Music is about "real life." The focus groups also told GSD&M that Country Music was rooted in a unique style of storytelling; linked them to their homes and families; and put them in touch with their emotions. The consensus was that the power of Country Music is found in the stories it tells and its connections with the listener.

Even with the enormous success of so many artists, Country Music is often associated with stereotypes that prevent listeners from embracing the music. With "values-based branding," GSD&M and CMA intend to focus on what's at the heart of the genre -- the powerful connection that all types of people have with the music. The resulting tagline is a challenge to everyone who has ever connected with a Country song or a specific artist, but may not feel a current connection to the format as a whole, or is reluctant to share their enjoyment of the music with others.

The tagline declares: "Country. Admit it. You love it."(SM)

A clean and contemporary type font is utilized for the tagline. The logo appearing along with the tagline is a highly stylized icon graphic that can eventually stand alone as a logo for Country Music.

"This is another important first for CMA since, in so far as we can tell, no one has ever attempted to brand a type of music. It is also a great example of what a trade organization can undertake to expand the base of commerce for its constituents," observed CMA Executive Director Ed Benson. "We have looked closely at other campaigns like `Got Milk?' and Cotton Incorporated's `The Fabric of Our Lives' and what they have meant for their industries. We are also very fortunate to be working with GSD&M which has so effectively employed its `values-based branding' approach for major national clients."

Following development of the tagline and logo, GSD&M conducted additional research to test their effect on actual consumers and received overwhelming support of both the tagline and logo. Several more steps need to be taken before the campaign rollout later this year. GSD&M will develop the creative for various media along with the media plan to hit targeted consumers; CMA will secure media and promotional partners as well as industry support for the campaign; and the actual launch plans must be finalized and executed.

CMA was the first trade group formed to promote a type of music when it was founded in 1958. GSD&M's culture of creativity inspires award-winning work for redefining brands such as Southwest Airlines, DreamWorks SKG, Chili's Grill and Bar, Wal-Mart, SBC Communications, MasterCard, Land Rover, Pennzoil and Charles Schwab.

ATTENTION EDITORS: A high-resolution, downloadable version of the logo and tagline is available at CMApress.com. This is a protected website with restrictions on use and access. The site is for your convenience and is not for public use.

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Janice "Busgal" Brooks
ICQ 44729047

KEVIN OWENS · Post by **KEVIN OWENS** » 30 Apr 2001 1:07 pm

CMA = Country My A%s

[This message was edited by KEVIN OWENS on 30 April 2001 at 02:08 PM.]

Jack Stoner · Post by **Jack Stoner** » 30 Apr 2001 1:26 pm

Right on Kevin. It is only a marketing campaing to try and revive the reported downturn in sales. It almost feels like no one in Nashville can see the forrest for the trees.....

Jim Cohen · Post by **Jim Cohen** » 30 Apr 2001 1:31 pm

How's this:

Country Music. Admit it. You used to love it.

Craig A Davidson · Post by **Craig A Davidson** » 30 Apr 2001 1:38 pm

AMEN!

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erik · Post by **erik** » 30 Apr 2001 1:59 pm

They failed to identify the substance of the Country *sound*. This is what determines record sales, not a cute tagline.

Leigh Howell · Post by **Leigh Howell** » 30 Apr 2001 2:27 pm

Country music is about life, and feelings. What their talking about is Corporate profits!

Leigh

Herb Steiner · Post by **Herb Steiner** » 30 Apr 2001 2:54 pm

One of the GSD&M Focus groups called me and asked me if I was a fan of country music. I allowed as how I was, but I asked them to hold on for one minute 'cause one of our mules had just kicked in the outhouse door real good and I had to tend to that, and when I got back to the phone, they had hung up.

Guess they didn't want to get any further marketing information from me. Must not be part of the demographic they're lookin' for.

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Herb's Steel Guitar Pages
Texas Steel Guitar Association

Joe Casey · Post by **Joe Casey** » 30 Apr 2001 5:00 pm

I was digging through my collection of tapes and put on an old George Jones song "Called whose gonna fill their shoes" I listened to the words closer than i ever did and found out that no one paid to much attention to that question then...result:There are a lot of empty shoes.And no-one wants to fill them,or no one will be allowed to fill them.

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CJC

Antolina · Post by **Antolina** » 30 Apr 2001 5:28 pm

Ever since ole whatshisname's album managed to slide over to the top of the bill board charts those buttheads in Nashville have been trying to replicate the formula???. I've got to say though, it seems like they're totally dedicated to the task this time. It's history repeating itself. Happens every few yrs or so. They haven't "got it" and I doubt they will. If it ain't broke don't fix it. CMA? goes hand in hand with TNN's POP logo attempt. 'scuse me I gotta find a bucket (barf).

Smiley Roberts · Post by **Smiley Roberts** » 30 Apr 2001 5:30 pm

"Country...I admit it...I LOVE it. But not the CRAP that they're callin' 'Country', today!!!"

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<pre> ~ ~
©¿© ars longa,
mm vita brevis
-=sr€=-</pre>

Donny Hinson · Post by **Donny Hinson** » 30 Apr 2001 6:14 pm

I read that article 3 times, and I have yet to figure out what they're trying to do. Does some "Madison Avenue" yuppie-type pinhead actually believe that a slogan (replete with a graphic) will convince people that this mostly "Pop Music" is really Country?

This says "Back Street Boys"...but it must be "good Country"...after all, it's got the LOGO!

I wonder...did they actually pay a marketing company untold thousands of dollars to determine (after surveys, studies, and focus groups) that "real Country Music" tells a story? No $#!+ Sherlock!!! Any hillbilly coulda' told you that! Hank Williams was sayin' that 50 years ago, and Jimmie Rodgers was sayin' it 70 years ago! Now it's a revelation?! Go figure.

Quite obviously, the market is slowing down for the over-produced, "slicker than snot on a doorknob", Pop-Rock material they are crankin' out (did I hear someone say "Halleluiah?"), and they are now scrambling to find a way to rejuvenate it.

I think they should hire Sally Struthers to do a few commercials for them!

What do you think? [This message was edited by Donny Hinson on 30 April 2001 at 07:22 PM.]

John P. Phillips · Post by **John P. Phillips** » 30 Apr 2001 8:03 pm

Well people, for what it's worth, could Sally Struthers be any worse than Queer-lord at promoting our music? (What's left of it anyway!) For myself, I think I would rather use this logo if I had to have one---" Country Music. - I'm gonna love it whether you do or not! (Think about it.)

It took them __ millions to figure out what we already knew ALL ALONG. Just my 1&1/2 cents worth.

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If it feels good. do it.
If it feels Country,
DO IT TWICE
JPP

[This message was edited by John P.Phillips on 30 April 2001 at 09:06 PM.]

Neil Hilton · Post by **Neil Hilton** » 1 May 2001 5:58 am

"this old mental fat I'm a-chewin, didn't take alot of doin,.... but I take a lot of pride in who I am" - Hag's need for a logo

Steve England · Post by **Steve England** » 1 May 2001 6:53 am

But seriously Herb

I think those folks did actually phone me for one of those focus groups, but when they found out that I had some, shall we say opinions, on the subject I didn't fit there demographic at all. I think my constant refusal to recognize Garth the anti hank as a country singer seriously overloaded their circuits.

I remember being real ticked off at the time, ticked off, but not suprized.

Bobby Lee · Post by **Bobby Lee** » 1 May 2001 8:40 am

<h2 align=center>Country Radio.
Admit it.
It sucks.tm</h2>

-b0b-

Janice Brooks · Post by **Janice Brooks** » 1 May 2001 8:43 am

You tell them boss
I'm home on a beautiful day with the sniffles.

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Janice "Busgal" Brooks
ICQ 44729047

Mark Frederick · Post by **Mark Frederick** » 1 May 2001 9:03 am

bOb:

You've just proven that many times it takes but very few words to speak volumes.

Mark

Theresa Galbraith · Post by **Theresa Galbraith** » 1 May 2001 10:52 am

You guys are right!

RJP · Post by **RJP** » 1 May 2001 6:14 pm

I don't admit that I love country music, I BRAG about it!!!!

Now if the marketing folks would ever let the musicians show folks what country music is really like.............

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Ron Plichta, former headbanger and PSG player in training.

MSA Classic S-10
Fender '62 Reissue Stratocaster
Fender Telecaster
Paul Reed Smith CE24 Maple Top
Rivera R100

Donny Hinson · Post by **Donny Hinson** » 1 May 2001 6:51 pm

Bobby...I gotta ask...

Are you patronizing us?

Steve Feldman · Post by **Steve Feldman** » 2 May 2001 5:04 am

Faith Hill - She's pretty. I admit it.

That is all..........

Bobby Lee · Post by **Bobby Lee** » 2 May 2001 8:22 am

Donny, I like some of the music on country radio. I don't like most of it. I don't like the format either (screaming DJ's, car dealer ads with obnoxious noise in the background, etc.).

No, I'm not patronizing you. Country radio sucks. To be more specific:
<h2 align="center">Country Radio.
It Sucks Big Time!tm</h2>

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<img align=right src="http://b0b.com/b0b.gif" width="64" height="64">Bobby Lee - email: quasar@b0b.com - gigs - CDs
Sierra Session 12 (E9), Williams 400X (E9, D6), Sierra Olympic 12 (F Diatonic)
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C Dixon · Post by **C Dixon** » 2 May 2001 9:03 am

Mark Frederick · Post by **Mark Frederick** » 2 May 2001 9:31 am