Do Brands Really Understand Their Consumers In Relation To Music?
The eminent personality psychologist Raymond Catell remarked, “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.” It is no secret that Brands invest a great deal of energy and money on comprehensive research to fortify their evolving trust – relationship with consumers. They do this because they understand that if this trust is violated or misused, the customer/client is gone. So why are so many Brands still reactive in their choice and usage of music? Are Brands asking themselves “do we really understand our consumer in relation to music, not just their lifestyle, but what makes a heart beat to the music?” Good marketers know that the key to maximizing the effectiveness of any campaign is to identify the primary targets and speak to them in a clear and original way. When Brands want to use music in commercial enterprise and really engage with its target market, context, motives and influencers that s
