picture5Music is one of the most immediate and powerful means of connecting with an audience. Marketing is as much about the emotional as it is the rational. Choosing the right music for your brand will help elicit the desired emotional response from your consumers, whether that be joy or moving people to tears. The first step to using music emotively is to develop a clear musical framework. This framework will help to define how little or much you use music to drive the emotional side of your brand’s personality.



“Music has almost become the beat of how Heineken communicates and touches people around the world.”

Anuraag Trikha, Global Brand Communication Director  – Heineken


Written by Elisa Harris, Founding Partner of CORD

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