"There's nothing more powerful than music," said Clark, 52, the founder of Pasadena, Calif.-based DMI Music & Media Solutions. "Music is processed immediately in the brain's emotional core. If we can harness that, advertising will impact people in ways they've never imagined."
If Barbie were a song, what would she sound like?
The question sat in Tena Clark's mind as she drove through downtown Los Angeles last fall.
The answer was no small matter. With Barbie's sales sagging, toy maker Mattel Inc. had turned to Clark, a pioneer in the emerging field of "sonic branding,'' to give the icon of American beauty a marketing face-lift.
Recent scientific research had suggested that distinct combinations of a few musical notes -- known in the advertising world as a "sonic brand'' -- could have more influence on consumers than the longer, frequently changing jingles Mattel had used for years.