Originally posted on timpwelsh.com

Over the last few years, and 2013 especially, everyone has been beating the drum about creating an experience with your branding. With companies like Red Bull skying above their actual product to become an icon, it’s not surprising that we’re all taking a second look at how we create a brand’s personality. How is it then that we all seem to miss one of the easiest ways to do this?

No matter whether you’re watching a movie, walking into the Octagon, about the get your code on or simply trying to push through the end of a workout; what helps you know how to feel? Music. In olden times, it was a legitimate legal defense to state that the music that you were listening to made you commit a crime. Music affects us and there is not denying that. Smell may be the strongest sense tied to memory but nothing takes you back to couple-skating in elementary school faster than some Blackstreet. Nothing makes you want to play football like some AC/DC. Nothing makes you want to buy some ______ and then go _____ like some _____> If you can fill in that mad lib, you may have the key to your brand’s success.


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