2. Consumer Neuroscience: How wrong choice of music changes the entire brand perception.
In conversation with Dr. Bradley Vines.

2. Consumer Neuroscience: How wrong choice of music changes the entire brand perception.
In conversation with Dr. Bradley Vines.

Dr. Bradley Vines | Consumer Neuroscience | Nielsen

Episode 2: In conversation with Dr. Bradley Vines.

Consumer Neuroscience:

How the wrong choice of music changes the entire brand perception.

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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.

  • Previous the Director at Nielsen Consumer Neuroscience, and today he is the Chief Science Officer at Wavepaths
  • Grew up in San Francisco, USA.
  • He has 10 years of academic research experience focusing on the psychology and neuroscience of music, including PhD research at McGill University, postdoctoral work at Harvard and the University of California. And MBA from the University of Oxford.
  • At Nielsen Consumer Neuroscience Dr. Bradley Vines conducted research for global brands to help improve their advertising effectiveness and brand strategy. A central focus of his work involved providing guidance on sonic branding and the contribution of music to video ad performance.
  • Dr. Vines’ academic research focuses on music, emotion, and audio-visual integration. His work investigates the contribution of auditory and visual perception to the communication of emotion in music, the links between movement, rhythm, and melody, the neuro-epigenetics of music learning, the neurophysiology of learning patterns of movement, and overlapping brain systems for music and language.
  • For this work, he uses magnetic resonance imaging (MRI), electroencephalography (EEG), transcranial direct current stimulation (tDCS), functional data analysis, motion tracking, and continuous and discrete behavioral measures.
  • He has authored more than 25 scientific publications, including 14 peer-reviewed articles, which have been cited by more than 2,200 papers.
  • He has received competitive grants from a number of public and private institutions, including the National Institutes of Health (National Institute of Neurological Disorders and Stroke) and the GRAMMY Foundation.
  • Best practice:
    1) Make a conscious effort making Sonic Branding the central part of your brand.
    2) Use the audio consistent from advertising, to the store.
    3) Choose if you want popular music or unfamiliar music. 
    4) Invest in testing the association and the perception of the chosen sound before launching. 

Get in touch

Dr. Bradley Vines
Chief Science Officer  
Wavepaths 
www.wavepaths.com

Full version vlog episode

Dr. Bradley Vines | Consumer Neuroscience | Music | Audio Brand

Dr. Bradley Vines | Consumer Neuroscience | Nielsen
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"To succeed with your sonic branding, use music extremely consistent and tie it into your brand vision in your entire communication channel."

Dr. Bradley Vines, Chief Science Officer Wavepaths Tweet

The Shining trailer with the original soundtrack

The Shining trailer with happy soundtrack

Cadbury's Gorilla Advert 2007

Cadburys 'Eyebrow Dance' Advert 2012

SOUNDBITES

#1 Saxophone performance (07:57)
#2 What is music? (12:41)
#3 Neuroscience explains how music influences video ad performance; our emotions and memories. (17:45)
#4 Is music a too complex language for brands to understand? (23:37)
#5 Use music consistently and tie it into your brand vision, e.g. Intel and Febreze. (26:27)
#6 How to use Neuroscience, EEG, to measure sonic logo and music ads performance to increase sales. (29:38)
#7 The benefits and dangers with using popular music in your brand communication. (41:10)
#8 The power of audio ads. (49:40)
#9 Audio branding best practice based on consumer neuroscience research. (53:03)
#10 What is the future of Audio Branding? (55:38)

Saxophone performance by Dr. Bradley Vines.

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Read More

What is music? with Dr.Bradley Vines

Dr. Bradley Vines: "We have an extraordinarily complex auditory system. It all starts with vibration, but how do you go from vibration to experience and emotional experience and the...

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Neuroscience explains how music influences video ad performance.

Dr. Bradley Vines: "When we get to branding you can just take this incredible vehicle called music to create memories and associations. Utilize it to deliver messages or build...

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Is music a too complex language for brands to understand?

Dr. Bradley Vines: "So how do we go outside the subjective and look at an objective understanding of how a sequence of sounds will influence people? On average that...

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Use music consistently and tie it into your brand vision.

Dr. Bradley Vines: "Brands that use music very methodically and very consistent in their marketing during certain segments benefit the most".

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How to use Neuroscience, EEG, to measure sonic logo and music ads performance to increase sales.

Dr. Bradley Vines: "It's not always easy for the participants to articulate what they feel, what they think and especially not knowing what they need and where they're going...

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The benefits and dangers with using popular music in your brand communication.

Dr. Bradley Vines: "I've seen examples where it really works where the popular music that a brand has been using has developed these great associations with the brand so...

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The power of audio ads.

Dr. Bradley Vines: "Imagination for what's happening gives radio a unique opportunity to be intimate to really be personal. That combined with the fact that you know you can't...

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Audio branding best practice based on consumer neuroscience research.

Dr. Bradley Vines: "Have it upfront in the conversation, because we might have this implicit bias towards dealing with storylines and visuals. Instead, make a conscious effort to think...

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What is the future of Audio Branding?

"It will be interesting to see if artificially intelligent generated music can become useful. I think that there's a chance there that you will be able to describe...

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