Branding with music by Doctor Mike Rothwell

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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