This document discusses how music can be used effectively in branding and marketing. It provides the history of jingles dating back to 1926 and research showing that commercials with music are more memorable. The document outlines the anatomy of an effective jingle and the four critical decisions that using audio branding forces a company to make regarding their brand values, target audience, desired emotion, and differentiator. Finally, it lists some of the most influential jingles of all time and provides ways to maximize the impact of a jingle through various marketing channels.

1. Music – the brain glue of your brand
Michael Rothwell, MD FACS

2. Faculty Disclosures
UCAOA Fall 2017 Conference
Michael Rothwell, MD FACS
• I have nothing to disclose.
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3. 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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4. History
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1926
Have you tried Wheaties ?

5. Research on Music and Marketing
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• 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

6. Anatomy of a Jingle
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• Name
• Differentiator
• Hook
• Musical Style

7. 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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8. 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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9. 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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10. 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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11. Top 10 Jingles since 1948
#1
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12. 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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13. Key Take Away:
4 Decisions Must be made to Musically
Brand your business:
A) Brand Values
B) Target Audience
C) Define the Emotion
D) Create A Differentiator
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14. Key Take Away
• The Utility of a Jingle is ONLY
limited by your imagination and
creativity
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15. Marty Morgan – Red Hot Jingles
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