Daniel Müllensiefen: Music, Brands & Advertising – Reeperbahn Festival Conference 2015



In this talk we present a framework for understanding the psychological mechanisms that are crucial for effective branding and advertising. We’ll show how music can be a perfect instrument for making advertising and branding more effective and explain why music is particularly important in the context of long-term brand building strategies (as opposed to short-term consumer activation campaigns). We will also present a new research tool for matching brands and music that can provide empirical evidence for the brand-music fit and measures the degree to which selected pieces of music match a brand profile.

With speaker Daniel Müllensiefen (Reader in Psychology, Goldsmiths, University of London, GB)

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