How to Make Jingles that Sell

Audio is the first channel your brain opens, and the last one it ever closes. From newborns recognising a sound they only heard in the womb, to the brain still reacting in its final hours, sound reaches us when nothing else can. So why do most brands treat it as an afterthought? This episode we fix that. HOSTED BY Jonathan Rolley, CEO of Undivided and host of The Science of Advertising. The show is produced with Undivided, an independent media agency. LinkedIn: https://www.linkedin.com/in/jonathanrolley GUEST Mikey Burrows, founder of Brand Music, who has built some of the most iconic tracks and brand sounds in the Australian landscape, for brands including Ford, Qantas and Chemist Warehouse. In this episode we break down the power of sound in advertising. Why a jingle keeps playing in your head long after the media stops. The rule of three and how it locks a brand into memory. Why the song everyone loves is usually the reason nobody remembers the brand. How KFC is quietly running one of the smartest audio plays in the market by hijacking Christmas, and why the best move did not change a single note, it changed the month. Plus the science of retrieval, why the music you loved at 13 to 17 owns you for life, and how tempo alone can change how a room full of shoppers feels. CHAPTERS 00:00 Intro: audio opens first and closes last 02:04 Why sound is always the afterthought 03:20 The rule of three 06:45 How sound locks a name into memory 08:43 Choosing the right emotion 14:56 Why the jingle is back 19:23 What KFC is getting right 22:28 Hijacking Christmas songs 25:38 Owning a moment: KFC 21 Days of Christmas 27:54 The music you loved at 13 to 17 41:03 How tempo changes how you feel 52:35 The most valuable sound a brand can own Subscribe for a new breakdown every week: @TheScienceOfAdvertisingShow Instagram: https://www.instagram.com/thescienceofadvertisingshow/ #advertising #marketing #sonicbranding #adbreakdown #scienceofadvertising