My guest today is my friend Dr. Bradley Vines. We met at the Neuromarketing World Forum conference in Singapore 2018. His speech was about “Music and the consumer’s mind, Optimizing Music for video ads”. I instantly got hooked and decided to pick his brain. Bradley Vine is one of the kind. He has 10 years of academic research experience focused on the psychology and neuroscience of music, including PhD research at McGill University and postdoctoral work at Harvard and University of California. On top of that, he has an MBA from the University of Oxford. Back when I met him, he was the Director of Neuroscience at Nielsen working in the field of consumer neuroscience focusing on the contribution music has on advertising and branding, by providing guidance on Sonic branding.
Today, he’s the Chief Science Officer at Wavepaths focusing on music in psychedelic therapy. In this episode, Bradley and I discuss the ins and outs of Sonic branding, and the contribution music has on video and radio ad performances.
Listen to the entire podcast or vlog: The Power of Audio + Science + AI with Jasmine Moradi (https://www.jasminemoradi.com, Spotify, Apple Music & Google Play) Episode 2: Consumer Neuroscience: How the wrong choice of music changes the entire brand perception.
Soundbite #2.1 – Saxophone performance (07:57)
Soundbite #2.2 – What is music? (12:41)
Soundbite #2.3 – Neuroscience explains how music influences video ad performance; our emotions, memories and associations. (17:45)
Soundbite #2.4 – Is music a too complex language for brands to understand? (23:37)
Soundbite #2.5 – Use music consistently and tie it into your brand vision. E.g. Intel and Febreze. (26:27)
Soundbite #2.6 – How to use Neuroscience, EEG, to measure sonic logo and music ads performance to increase sales. (29:38)
Soundbite #2.7 -The benefits and dangers with using popular music in your brand communication. (41:10)
Soundbite #2.8 – The power of audio ads. (49:40)
Soundbite #2.9 – Audio branding best practice based on consumer neuroscience research. (53:03)
Soundbite #2.10 – What is the future of Audio Branding? (55:38)
Chief Science Officer at Wavepaths (Ex. Director at Nielsen Consumer Neuroscience)
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Music Amazilia Luciae by Skirk.
Supported by STHLM Music City https://www.facebook.com/sthlmmusic/
Recorded at the pod booth at the co-working space The Park Södra. https://thepark.se/en/vara-stallen/sodra/podd-i-podden/
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