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In a world of overload, of seemingly infinite choices, of more noise than signal, emotion is in the driver’s seat. There is little room for error when targeting the senses, and emotional currency is king. If you’re building a brand and want a desired action; sight, sound, or smell are often your best tools. If you want to move an audience to buy movie tickets, go see a band live, buy an iPad, or use a ‘new & improved’ fabric softener, you need to tickle the right senses with the right feather. Music is everywhere. TV, film, commercials, supermarkets, airports, department stores… you name it, music is the magic blanket carrying the golden message. Have you ever wondered why it isn’t always immediately noticeable? Subtlety can be your ace in the hand when using music to communicate. If used properly, it can literally make your brand worth listening to.