Pandora internet radio has been around for about 12 years
now and I believe it is a great example of online branding. The whole idea of
Pandora is to incorporate the Music Genome Project into personalized radio
stations for its users. Users select a base song, band, or theme and then songs
with similar musical elements are selected in order to create the station.
Stations can further be “tuned” by liking or disliking songs that are selected
and even by selecting more kinds of elements for Pandora to pick from.
I really see Pandora as a great way to experience music and
to find new bands or songs that I like. I think that the brand’s focus on
discovery and customizability really appeal to me and encourages me to keep
coming back to Pandora. It’s almost like a treasure hunt every time I tune in
looking to see what comes up.
Although I think the business model of Pandora is not ideal,
(traditional advertising can only go so far) I think the brand has a very well
established identity of discovery and customizability. It is the first place I
go when I want to find new music and it is a lot of fun too.
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