Month: November 2017

When Music Matches the Brand Identity

The science behind sensory marketing has always been based on common sense first, and then in experiments that formalized the proposed theories. In the case of music, there are many aspects to be taken into account: the rhythm, the genre, even the instruments involved. If it were possible to weigh all these factors, one could create a perfect mathematical formula that, when entering variables about our business, could yield the perfect music for our needs. But for now, this topic is one that we can only approach with common sense and a yearning for experimentation. The key to determining whether certain music is suited to an establishment is congruency between business’s brand image the music the business plays. What exactly is congruency? Put simply, it’s when the music matches the message we want to transmit to the public. The easiest way to understand congruency and how we can use it in our favor is to differentiate between retail and hospitality businesses, and then to extrapolate our conclusions to other environments. Retail: Who Does Your Customer …

The Implications of Music on Health

Music and health being intrinsically linked isn’t such a crazy idea: the Greeks even appointed their god Apollo, with the oversight of both music and healing. The science behind this concept has been developing for years. Music seems to affect the body and the mind, helping to bring both into a state of well-being. It has the power to slow heartbeats, reduce blood pressure, manage stress levels, and aid patients recovering from heart attacks or strokes. While the Greeks formalized the relationship between both elements, the importance of music has been observed in all civilizations. Rhythm is something that we seem to be programmed for.  We still don’t understand exactly how it affects the brain, or how humans distinguish harmonious sounds from dissonant ones. But what is clear is that music can provide multiple benefits far beyond personal entertainment. In medical centers, music can be used in different areas with different objectives, from operating rooms to halls and reception areas to waiting rooms. In fact, waiting areas in particular benefit from the use of music. …