Strike a chord – How music enhances brand communication
Everybody acknowledges that music can be a powerful tool for advertising. Working at a subtle, almost subliminal level, music can trigger an emotional response.
Used consistently, music works strategically, creating presence for the brand and acting as a bonding agent between different parts of the campaign.
Radiocentre joined forces with research agency Push London, neuroscience specialists at Goldsmith University, and semiotic specialists in developing the research.
The resulting study used EEG data to conclude that brands that use music strategically in their ads score more highly across a range of measures than campaigns that do not feature any music and those that use music only tactically.