Brent Jensen

Often without our knowing it, and from unexpected places, music can dictate how we feel. In this talk, Jensen examines the fascinating ways in which music compels us by breaking down the basic constructs of music itself to illustrate how it elicits emotional responses like sadness, happiness, and fear, and how tweaking its structure can drastically alter our reactions to it.

As the author of three books focused on music’s influence on society, Jensen illustrates the successes, the failures, and the fascinating inner workings of how brands compel us to consume their products using music. Highlights of this presentation include Jensen’s analysis of musical mnemonic devices used by brands to ‘hook’ consumers, the impacts of imprinting on our personal belief systems, the real reasons consumers love the music and brands they do, and the role of music in determining how an ad’s overall narrative is received.

Music’s ability to elicit an emotional response is undeniable. Much can be learned from this idea and applied towards the writing and delivery of effective, powerful communications. Key takeaways include the use of popular songwriting constructs to create communications that resonate, and the intriguing correlations between history’s great songs and equally great speeches, like Sam Cooke’s “A Change Is Gonna Come” and Dr. Martin Luther King’s “I Have A Dream”.