Why music still matters in modern branding

One morning, while listening to a Spotify playlist, I stumbled across 'Buka semangat baru' a song by Indonesian artists. In my mind, it had always belonged to Coca-Cola. But I discovered it wasn’t originally created for the brand—it was released in 2009, and only later adopted by Coca-Cola for a campaign. Since then, I haven’t been able to separate the two.

The song also evokes something much more personal: A sense of childhood, of rainy afternoons and family gatherings. Judging by the comments under the ad on YouTube, I’m not alone. People reminisce about playing outside, watching the commercial with siblings, or hearing the song in the background of milestone moments. Many lament that today’s advertising lacks the emotional pull of the past. It begs the question: were jingles genuinely more impactful then, or are we just nostalgic?

Enter the “reminiscence bump” theory. This psychological concept explains why we remember events from adolescence and early adulthood so vividly. Our brains are primed to hold on to experiences formed between the ages of 10 and 30—meaning songs, films, and ads from that era stay with us longer.

During this life phase, we often experience our first big loves, make foundational decisions, and shape our cultural and political beliefs. Psychologist Erik Erikson defines this stage as “identity vs. role confusion”—a period where we seek out who we are. So when a song plays from that time, it doesn’t just trigger memory—it reconnects us to our sense of self.

That’s what gives music such unique branding power. It embeds itself deep in the psyche, forming associations that can last decades. Brands that tap into this effectively don’t just create awareness—they create belonging.

Music as a strategic branding tool

Music, as a non-verbal form of communication, can shape perception, stir emotion and enhance sensory experience. In branding, it acts as shorthand for a company’s values and personality. The right combination of tones, melodies and rhythms can elevate brand recall, create emotional depth, and foster loyalty.

A study from International Scholars Journal found that music in advertising significantly enhances brand memorability compared to silence. My own experience with Coca-Cola and 'Buka semangat baru' speaks to this—it became an emotional anchor to the brand, far more than just a jingle.

There are two dominant approaches in branding through music: commissioning an exclusive sonic identity (like McDonald’s “I’m lovin’ it”), or borrowing the cultural equity of popular songs. Both have merit, but they also carry different risks and rewards.

Navigating music trends in the digital era

In today’s TikTok-fuelled world, music trends come and go in the blink of an eye. A decades-old track can go viral overnight, while a chart-topper might fade within weeks. This poses a challenge for brands: how do you choose music that’s both relevant and enduring?

Here are a few strategies:

• Avoid overly trend-tied songs: Viral hits like Cupid by 'Fifty fifty' or 'Made you look' by Meghan Trainor may grab attention, but they often disappear just as fast. Songs closely linked to a film (like 'Happy' from Despicable Me) can also be more associated with the movie than your brand.
   
• Embrace indie music for distinctiveness. Indie tracks offer rich emotional variety and originality. With the right tone, they can evoke moods like warmth, freedom or nostalgia—helping brands cut through the noise and feel more authentic.
   
• Reimagine traditional music: Cultural or traditional music is often overlooked in branding, but with modern adaptation, it can help build a unique identity and a strong local connection—particularly in emerging markets.
   
• Align music with brand values: Don’t just pick a song for vibes. Consider the lyrics and message. A brand rooted in ambition and positivity might use tracks like 'High hopes' by Panic! At The Disco or 'On top of the world' by Imagine Dragons to amplify its ethos.

Music isn’t just a nice-to-have in a campaign. It’s a bridge between a brand and its audience—able to cut across time, culture and even language. A jingle or soundtrack can spark a feeling of home, belonging, or aspiration.

As Coca-Cola’s use of 'Buka semangat baru' demonstrates, when done right, music becomes more than a marketing tool. It becomes part of a brand’s cultural footprint. And in an era of fleeting attention spans, that kind of emotional stickiness is not just powerful—it’s timeless.

Rahina Renanggalih is an associate qualitative researcher at Quantum.