Music – the brain glue of your brandMichael Rothwell, MD FACS

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Faculty Disclosures

UCAOA Fall 2017 ConferenceMichael Rothwell, MD FACS

• I have nothing to disclose.

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Learning Objectives• Describe the historical background of the jingle• List some of the top 30 most influential jingles of all

time• List and describe the four decisions musical branding

"forces" you to make about your brand.• Explain and Differentiate between the "skeletal

anatomy" of a jingle vs the "emotional anatomy" of a jingle

• Define six key ways to get more mileage from your jingle.

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History 1926

Have you tried Wheaties ?

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Research on Music and Marketing

• Same Commercial with music is 79%More memorable

USC Marketing Dept. Study

• Consumer recall 30% better with Single exposure if with Music

University of Washington

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Anatomy of a Jingle

• Name

• Differentiator

• Hook

• Musical Style

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4 Critical Decisions Audio Branding Forces you to Make

• Define your brand values• Clarify your target audience• Clarify the Emotion you want

your customers to feel• Create a Differentiator

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How to get More Mileage from your Jingle

• Broadcast Commercials• Message on Hold• Your Website• Social Media• Ring Tones• In the Urgent Care Center

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Top 10 Jingles Since1948• McDonald’s – You deserve a break today• Ace Hardware – Ace is the place …• Coca-Cola – It’s the real thing• Brylcreem – A little dab’ll do ya.• Budweiser – For all you do, this buds for

you.

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Top 10 Jingles Since 1948• U.S. Army – Be all that you can be.• Wrigley’s Doublemint Gum – Double your

pleasure, double your fun.• State Farm Insurance – Like a good neighbor…• Alka-Seltzer – Plop, plop, fizz, fizz, oh what a

relief it is.

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Top 10 Jingles since 1948#1

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Key Take Away:

• Music attached to your brand is a proven means of making a more lasting impression on your Target Audience. This form of marketing

dates back to the 1920’s.

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Key Take Away:4 Decisions Must be made to Musically Brand your business:A) Brand ValuesB) Target AudienceC) Define the Emotion D) Create A Differentiator

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Key Take Away• The Utility of a Jingle is ONLY

limited by your imagination and creativity

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Marty Morgan – Red Hot Jingles