Audio is the first channel your brain opens, and the last one it ever closes. From newborns recognising a sound they only heard in the womb, to the brain still reacting in its final hours, sound reaches us when nothing else can. So why do most brands treat it as an afterthought? This episode we fix that.

HOSTED BY
Jonathan Rolley, CEO of Undivided and host of The Science of Advertising. The show is produced with Undivided, an independent media agency.
LinkedIn: https://www.linkedin.com/in/jonathanrolley

GUEST
Mikey Burrows, founder of Brand Music, who has built some of the most iconic tracks and brand sounds in the Australian landscape, for brands including Ford, Qantas and Chemist Warehouse.

In this episode we break down the power of sound in advertising. Why a jingle keeps playing in your head long after the media stops. The rule of three and how it locks a brand into memory. Why the song everyone loves is usually the reason nobody remembers the brand. How KFC is quietly running one of the smartest audio plays in the market by hijacking Christmas, and why the best move did not change a single note, it changed the month. Plus the science of retrieval, why the music you loved at 13 to 17 owns you for life, and how tempo alone can change how a room full of shoppers feels.

CHAPTERS
00:00 Intro: audio opens first and closes last
02:04 Why sound is always the afterthought
03:20 The rule of three
06:45 How sound locks a name into memory
08:43 Choosing the right emotion
14:56 Why the jingle is back
19:23 What KFC is getting right
22:28 Hijacking Christmas songs
25:38 Owning a moment: KFC 21 Days of Christmas
27:54 The music you loved at 13 to 17
41:03 How tempo changes how you feel
52:35 The most valuable sound a brand can own

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