An Audio Branding Blog By TreBrand

A couple of weeks ago you read a post about the role of music in advertising and this week I wanted to take this a step further and give you a few goals that music in advertising can achieve.

Here’s a list:

• Product recall (the good kind of recall)
• Increasing sales
• Creating and emotional connection to the product
• Growing brand awareness
• Creating a position for the product

Because of the variant types of goals for music in advertising you must be really clear as to what you want to achieve. Have the goal set out in your mind and in writing before you commission a music composer.

If you’ve been following this blog you would understand by now that music has power to shape how you feel and if it is applied correctly can be a benefit to your brand.

One area of research in the field of audio branding has been how it can improve the buying experience.

Lets take a moment to consider the after purchase potential of music. A recent study by Adrian C. North attempts to explore this very idea. In short, the study uses various music selections to create a mood that was verified by a previous study and played while people drank a glass of wine. It turns out that if you want powerful wine you’d better listen to powerful music.

What does this mean if you are a product developer or marketer? One thought would be to include music with your product. We’ve seen a number of smart musicians partner up with wine makers. The other thought is to control the environment in which the product is consumed as they did in this research project.

So, don’t just stop at the sale think about after sale opportunities to grow your brand.