Ah yes, the “jingle” — whereby one hears a catchy tune or a melodic message and it’s instantaneously etched into memory. It’s a premeditated “cause and effect” scenario. The “cause” is the creation of a purposeful message that’s wrapped in a catchy, melodic musical score. The “effect” is the birth of a new and comfortable familiarity between the consumer and the brand. How sweet it is…
Some of my favorites are Tom Dawes’ Alka-Seltzer — “plop plop, fizz fizz, oh what a relief it is…” or Barry Manilow’s “I am stuck on Band-aids…” or Bob Trentlage’s “I wish I was an Oscar Mayer wiener…” The genius comes from their simplicity. It’s what I call The Ah! Effect, or how our brains are designed to react. From the time when we were in our mother’s wombs, the melodic sounds of music have played a role in our brain’s development.
As an infant’s brain is developing, neurons are continuously connecting and music can have a dramatic effect on the child’s overall development. Some of our great classical composers — like Mozart and Beethoven — created melodic patterns in music that (when listened to) enhance the overall connectivity of neurons. Music is the universal language.
An effective jingle or music brand can do its job quickly. Consumers may find themselves singing in the shower or humming on the way to work — even after hearing a melody for the first time! The connection that’s made becomes an active, emotional stimulus to purchase that brand’s product. Yes, a successful music brand will always embrace our affections and call us to action.