There's this thing called music, no doubt it impacts all of us and clearly has cultural influence and pull, yet marketers seem to keep it on the fringe in terms use. Advertisers and agencies seem to down play it's worth in the marketing paradigm but new research suggests music can play a key roll in making your brand stick.
Dr. Mark Zander, a Professor of Music Psychology at the University of Freiburg, Germany asked in is study Music Influences in Advertising,“How strongly can music that fits a congruent message influence a commercial?”
“ The findings of this study advise that it is simply not only about creating general effects in terms of "let's take some beautiful music to make people buy our stuff”. In association with spoken words, music can give a notional sharpness which is head and shoulders above speech itself. Differentiated advertising effects are more probable if the music chosen is not just positive, but especially positive for the product advertised. Here, music can be seen as a superior unconditioned stimulus."
When the music fits the ad, and allows the listeners to interact with the ad emotionally, the perception of the product effects the consumer and creates a high state of involvement. Which basically means that if you create a musical logo that matches your brand your target will emotionally respond by remembering your brand in a positive way. “The role music plays must be considered carefully because music creates attention, transports implicit and explicit messages, generates emotions and helps one retain information.”
Dr. Zander concludes that with the proper fit, music can convey information about a brand which words cannot, all in 30 seconds. And when consumers identify to a fitted audio logo, brand learning is quick and sticks. This means that music makes brands stand out and sustainable in the minds of the marketplace.