Music has a powerful capacity to influence human emotions. But when used in branding its impact on consumers is principally on the subconscious level, providing an additional layer of emotional stimulation to reinforce the brand identity, the storytelling or both.

In this session, David Courtier-Dutton, CEO, SoundOut and Professor Daniel Müllensiefen, Professor of Music and Mind, Goldsmiths University of London will reveal the results of a ground breaking 12 month research project, involving 650,000 US/UK consumers, in which both the subconscious and conscious (System 1 and System 2) emotional impact of music has been measured and mapped. For the first time, the similarities and differences in consumer’s conscious/subconscious response to music will be revealed. In addition, they will explain how this research underpins a robust new suite of testing capabilities, enabling brands to measure and optimise their music choices (on both a conscious and subconscious level) going forward.

You will learn:

• Why it’s vital brands include the subconscious impact of sound in their strategic planning and creation of sound and music assets
• Which brand attributes are most effectively delivered at the subconscious level
• How brands can measure and optimise the subconscious impact of music

Note: This is webinar 1 of 2. Register here for Unlocking the Subconscious Power of Music 2: Optimising the branding/marketing music mix.