Marketing | Brand Experience

How A Playlist Became a Brand's Secret Weapon

A Sonic Branding Case Study

How can a music playlist convey a brand’s mission, inspire customer support, and champion advocacy?

Meet the Brand

Purses By Moms, a small business in West Los Angeles, needed a brand recognition boost. Beyond the store experience, its mission wasn’t “sticky” enough.

The company, run by Paula Winslow, provided hand-stitched bags and wallets made by stay-at-home moms in the LA County area. Paula’s mission was to provide crafty moms with an income during a season of diapers and play dates.

Purses By Moms' mission was to help moms find purpose beyond parenting; an outlet with an income.

This mission was especially important in Los Angeles. When starting a family in an expensive location, sacrifices have to be made, like a second income. During those formative toddler years, families have two options.

1. One becomes a stay-at-home parent, or

2. Both work but sacrifice a paycheck to childcare each month.