A Brand Strategy You Can Dance To

Gad Romann always wanted to be a songwriter. But he let the dream go—until two years ago, when he picked it up again. Now, as part of his branding work for restaurant chain Haru in New York, Romann has found himself with a Top 10 hit.

To get the Japanese fusion chain “inside the culture” of its club-hopping target, the Romann Group creative director had an unsual idea: to write a dance track called “Haru,” market it to DJs in the city and, should it become popular, connect it to Haru the restaurant.