{"id":13929,"date":"2015-02-02T06:25:49","date_gmt":"2015-02-02T11:25:49","guid":{"rendered":"https:\/\/beyondphilosophy.com\/?p=13929"},"modified":"2016-05-18T16:12:01","modified_gmt":"2016-05-18T20:12:01","slug":"music-marketing-tool","status":"publish","type":"post","link":"https:\/\/beyondphilosophy.com\/music-marketing-tool\/","title":{"rendered":"Music: A Marketing Tool"},"content":{"rendered":"<p>Music has a unique effect on our brain, especially concerning memory. Apple brilliantly capitalizes on all of them in its holiday ad. When it comes to branding there might be no better way than using music to help a Customer remember your brand promise.<\/p>\n<p>Here is the ad, in case you missed it:<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/WRsPnzcZ1VY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><br \/>\n<!--more--><\/p>\n<p>Part of the reason these studies showed the link is because music<a href=\"http:\/\/www.sciencedirect.com\/science\/article\/pii\/S1053811913007027\" rel=\"nofollow noopener\" target=\"_blank\"> activates many centers<\/a> across the brain, including the emotional ones. From classical music to the Gershwin tune used in the Apple ad, these areas are active and processing the data. When this occurs, memory is triggered and a perception is formed. In addition, music has the ability to take us<a href=\"http:\/\/pss.sagepub.com\/content\/24\/10\/2057\" rel=\"nofollow noopener\" target=\"_blank\"> back in time<\/a> to emotions we felt, even to the music of our parents or grandparents as is depicted in the Apple ad.<\/p>\n<p><b>So Why is Music So Emotionally Charged for Us?<\/b><\/p>\n<p>I once read \u00a0\u201cMusic comes the closest to expressing the inexpressible.\u201d I couldn\u2019t agree more. This is because music has a language of its own. \u00a0Malini Mohana, Neuropsychology researcher from the University of Cape Town, South Africa defined it like this:<\/p>\n<p>\u201cMusic can be thought of as a type of perceptual illusion, much the same way in which a collage is perceived. The brain imposes structure and order on a sequence of sounds that, in effect, creates an entirely new system of meaning.\u201d (Source:<a href=\"http:\/\/psychcentral.com\/lib\/music-how-it-impacts-your-brain-emotions\/00017356\" rel=\"nofollow noopener\" target=\"_blank\"> psychcentral.com<\/a>.)<\/p>\n<p>The language your brain associates with music creates emotions. This language is why you turn up the volume when you hear a song from your youth and sing along joyfully, particularly when you haven\u2019t heard it in a long time. Your brain is producing happy memories that evoke strong emotions. It\u2019s a reason that many people look forward to Holiday music after Thanksgiving (or in some cases just after Halloween!). Mohana explains also that the brain\u2019s emotional, language and memory are all active when listening to music, making it synthesize a memory of your feelings associated with the sounds and rhythm of it.<\/p>\n<p>Several studies have revealed music has a link with our memory. In one study, researchers discovered singing aids in<a href=\"http:\/\/link.springer.com\/article\/10.3758%2Fs13421-013-0342-5\" rel=\"nofollow noopener\" target=\"_blank\"> learning a foreign language.<\/a> Perhaps it is also why those of us around in 1971, (I was 13), \u00a0know that Coke would \u201cLike to Teach the World to Sing\u201d is a classic and made everyone sing this song.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/2msbfN81Gm0\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><b>Branding with Music Creates a Memory\u2026Just Hope it\u2019s a Good One<\/b><\/p>\n<p>Apple and Coke have chosen good songs to create the memory with their Customers. In both cases, the song and the resulting connection is likely to keep positive emotions associated with the brand name. They did a great job.<\/p>\n<p>Using music is not a guarantee of good feelings however. Consider this gem:<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/yunwTSfbAyI\" width=\"420\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>Wow. Just wow.<\/p>\n<p>This one is making my brain language laugh in earnest. Laughing is positive, I suppose, but it\u2019s better when it\u2019s \u201cwith\u201d not \u201cat.\u201d David\u2019s Pizza has a cheesy ad. Now, you might argue, cheesy isn\u2019t bad when you are selling pizza, but I doubt it would work for a national soda brand or elite tech company.<\/p>\n<p>Why is the Gershwin song great and the David\u2019s pizza song well, \u2026not great? According to Mohana, it\u2019s because the brain structures are wired to anticipate rhythm and melody. Your brain automatically starts to synchronize with the beat and predicts the next one. This happens in the subconscious. Skilled composers are masters at balancing when these expectations are met and when they are not.<\/p>\n<p>Music and branding are a great combination for any organization. Having a great song, jingle, or score makes the ad create positive emotions in the minds of your Customers. It gives your brand promise a foundation built on good memories. From there, you can build the brand to attract them to your business.<\/p>\n<p>Of course, you\u2019d better make sure that the <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/\">Customer Experience<\/a> they have when they get there is as advertised. As I have written before, disappointed is never an emotion that leads to a good Customer Experience.<\/p>\n<p>Apple\u2019s new Holiday ad is heartwarming; it\u2019s also genius (punny!). By reaching in and plucking your heartstrings, it embeds its brand right into your subconscious mind.<\/p>\n<p><b>What song\/ad combination do you love? Please share your examples with all of us in the comments below.<\/b><\/p>\n<p style=\"text-align: right;\"><b><i><a href=\"https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar.png\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-13849 alignleft\" src=\"https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar-300x300.png\" alt=\"ebook-sidebar\" width=\"210\" height=\"210\" srcset=\"https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar-300x300.png 300w, https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar-150x150.png 150w, https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar-200x200.png 200w, https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar-90x90.png 90w, https:\/\/beyondphilosophy.com\/wp-content\/uploads\/2014\/12\/ebook-sidebar.png 360w\" sizes=\"auto, (max-width: 210px) 100vw, 210px\" \/><\/a>&#8220;<\/i><\/b><b><i>Unlocking the Hidden Customer Experience: Short Stories of Remarkable Practices that Ensure Success\u201d<\/i><\/b> is designed to help organizations take their Customer Experience to the next level. Celebrating the launch of this new eBook, I am hosting a LIVE webinar focusing on what it takes to evoke the best emotions from your Customer Experience and the vital role of the conscious and <a href=\"https:\/\/beyondphilosophy.com\/customer-experience\/subconscious-experience\/\">subconscious experience<\/a> with real-world examples. Read more about the book and register for the webinar, <a href=\"https:\/\/beyondphilosophy.com\/books\/unlocking-the-hidden-customer-experience\/\">here.<\/a><\/p>\n<p style=\"text-align: right;\"><i>All attendees will receive a discount code for 50% off the eBook.<\/i><\/p>\n<p style=\"text-align: left;\"><i>If you enjoyed this post, you might be interested in the following blogs:<\/i><\/p>\n<p><a href=\"https:\/\/beyondphilosophy.com\/our-team\/colin-shaw\/?utm_source=linkedin&amp;utm_medium=pulse&amp;utm_campaign=n2n\"><i>Colin Shaw<\/i><\/a><i> is the founder and CEO of<\/i><a href=\"http:\/\/bit.ly\/189lvWr\" rel=\"nofollow noopener\" target=\"_blank\"> <i>Beyond Philosophy<\/i><\/a><i>, one of the world&#8217;s first organizations devoted to customer experience. Colin is an international author of<\/i><a href=\"http:\/\/bit.ly\/IrQ8uB\" rel=\"nofollow noopener\" target=\"_blank\"> <i>four best-selling books<\/i><\/a><i> and an engaging keynote speaker.<\/i><\/p>\n<p><i>Follow Colin Shaw on Twitter<\/i><a href=\"http:\/\/bit.ly\/1hxF3H7\" rel=\"nofollow noopener\" target=\"_blank\"> <i>@ColinShaw_CX<\/i><\/a><\/p>\n<p><b>Sources:<\/b><\/p>\n<p>\u201cMusic and Memory: 5 Awesome New Psychological Studies.\u201d<a href=\"http:\/\/www.spring.org.uk\/\" rel=\"nofollow noopener\" target=\"_blank\"> www.spring.org.uk<\/a>. Web. 16 December 2014. &lt;<a href=\"http:\/\/www.spring.org.uk\/2013\/12\/music-and-memory-5-awesome-new-psychology-studies.php\" rel=\"nofollow noopener\" target=\"_blank\"> http:\/\/www.spring.org.uk\/2013\/12\/music-and-memory-5-awesome-new-psychology-studies.php<\/a>&gt;<\/p>\n<p>Mohana, Malini. \u201cMusic &amp; How it Impacts Your Brain, Emotions.\u201d Psychcentral.com. Web. 16 December 2014. &lt; http:\/\/psychcentral.com\/lib\/music-how-it-impacts-your-brain-emotions\/00017356?&gt;<\/p>\n<p>Title:<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Music has a unique effect on our brain, especially concerning memory. Apple brilliantly capitalizes on all of them in its holiday ad. When it comes to branding there might be no better way than using music to help a Customer remember your brand promise. Here is the ad, in case you missed it:<\/p>\n","protected":false},"author":12,"featured_media":14072,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[97,102],"tags":[],"class_list":["post-13929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogs","category-market-research"],"_links":{"self":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/13929","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/comments?post=13929"}],"version-history":[{"count":0,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/posts\/13929\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media\/14072"}],"wp:attachment":[{"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/media?parent=13929"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/categories?post=13929"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/beyondphilosophy.com\/wp-json\/wp\/v2\/tags?post=13929"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}