A new Australian consumer study has revealed music can be more effective than visuals in shaping perceptions of a company’s brand.
While visual branding has traditionally been the sole focus for many organisations, research by audio branding specialist PHMG has found that 66 per cent of survey respondents actually believe music is more memorable when used in marketing.
The research also measured the reactions of 1,000 Australian consumers to a series of audio clips and found music is capable of producing strong emotional reactions that can influence how a business is viewed.
Furthermore, subtle changes in instrumentation, style, key and chord can substantially alter these perceptions.
Strings playing short, sharp notes in a major key were found to have a largely positive impact, as 87 per cent of respondents associated them with feelings of happiness and excitement.
However, a change to any one variable can make a big difference, as a shift from major to minor provoked a sense of sadness or melancholy in 83 per cent of respondents.
The acoustic guitar was one element of instrumentation that was found to have a generally positive impact, particularly when played in a major key, as 90 per cent of respondents found this to be caring, calm and sophisticated.
Perhaps unsurprisingly, the repetitive nature of high-intensity drums provided a sense of drive, energy and motivation.
When played ahead of the beat in a standard 4/4 time signature, percussive elements will create a sense of urgency and intensity, but when played behind the beat, they will feel more languid and relaxed, according to the study.
On the other hand, the bold, brooding feel of brass instrumentation, particularly when played in open fifths, overwhelmingly made respondents feel angry, sad or reflective.
Daniel Lafferty, director of music and voice at PHMG, said: “This study underlines the emotional power of music and its potential for conjuring a clear picture of an organisation’s values and ethos in the mind of the listener.
“Our hearing is a more powerful emotional sense than our sight, so there is a clear opportunity for businesses to broaden their marketing horizons and gain a competitive edge by making better use of audio.
“The phone is one obvious channel where businesses should pay close attention to the sounds that customers hear, but this equally applies to radio and television advertising, videos and product sounds.
Lafferty said it was important that organisations carefully design brand audio by defining the brand values they would like to convey and ensuring the different variables are matched to these values.
“Inappropriate music can lead customers to develop negative perceptions of a brand that may prove hard to shift,” he said.
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]