Radiocentre creates Brand Music Navigator

Radiocentre has unveiled Brand Music Navigator, its new tool to explore how music can be linked to brands more strategically.

The online system was unveiled today alongside the radio industry body’s new research, Strike a Chord, a study exploring how music enhances brand communication.

Radiocentre says the research showed that music is often neglected as a strategic brand tool and only considered as an afterthought at the execution stage of the advertising creative process. The commercial radio body wants to help advertisers consider music more actively in their advertising.

The Brand Music Navigator tool is designed to help as early as the briefing stage of a campaign to encourage the use of music.

The resulting study says brands that use music strategically in their ads score more highly across a range of measures than campaigns that do not feature any music.

Mark Barber, Radiocentre’s Planning Director says: “In the same way you’d think very carefully about not using images in a TV commercial, this research suggests that using music strategically should also be a default setting for radio advertisers. Those that use music in this way enjoy greater audience engagement and healthier results – and are better placed to take advantage of radio’s renowned multiplier effect.”

Radiocentre joined forces with research agency Push London, neuroscience specialists at Goldsmith University, and semiotic specialists in developing the research.

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