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The Real Score


Renowned personality psychologist Raymond Catell stated, “so powerful is the effect of music, that one is surprised to find in the history of psychology so little reference to the use of music.”

Advertising plays on these psychologies to make a mark on consumers but when we speak of branding, why do so few companies go out of their way to use music as a clear indicator of brand stewardship?

For most companies, it is common to have a visual identity that people can infer to. We commonly recognize global brands such as Coca-Cola with its red and white swirls and unique font or Apple for its bitten ‘apple’.

Therefore, the question we ask ourselves today is: Who uses music effectively?

Intel is one such company. For anyone growing up in the good part of the 90’s till today, whenever we see any computer related ad, they would always end the ad with ‘Powered by Intel’ with its famous 3 second score.

These 3 short seconds are enough to make anyone remember that Intel is a powerful household name, powering up to 79.3% of the microprocessor market. It brings to light that Intel is a well-trusted brand worldwide.

Another example is THX. You’re probably living under a rock if you haven’t heard of these guys.

Note: At the very least, play this video in 720p!

Pay a visit to your local cinema and this earth shattering sound will literally shock you into paying attention, hence the name ‘Deep Note’. The creator Holmon got it right the first time around under George Lucas’s company, Lucasfilm in 1983 to ensure that the soundtrack for the third Star Wars film, Return of The Jedi would be accurately reproduced in the best venues.

While these may be powerful examples, the local market also has numerous organisations that have taken advantage of music to fortify their brand. One such example is Malaysia’s No1 Bread Producer Gardenia.

Unfortunately, there are no links to their music however ask your everyday Malaysian to sing the jingle you can be pretty sure they got it down pat.

At the end of the day, these companies are prime examples of where audio branding speaks an unshakable truth about the brand and organisations from all sectors could learn a thing or two about how sound can influence an entire market.

So tell me, what song (and therefore what brand) is stuck in your head?

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