Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

CHAPTER 19

JINGLES ALL THE WAY

Jingles have become less and less a factor in brand positioning and promotional execution, and that is a mistake—a big mistake.

To understand why jingles can be such a strong marketing force, it's helpful to go back 50,000 years. Initially, music was a way for men and women to choose partners. Later, it became a central part of religious experience. From religion, it morphed into a way to combat fear in battle, and today it is a form of entertainment as well as a powerful medium in which to target consumers with marketing messages.

Beginning with Darwin, many anthropologists agree that music most likely played a key role in mate selection among our ancestors. The basic premise suggests that females, in their search ...