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	What do milk, Tommy Hilfinger, Pepsi, Mattel and AOL all have in common? Britney Spears, of course. She promotes all their products. Her name was in 2002 the most searched for of all the entertainers on the Internet. On 19 February 2001, Encyclopedia Britannica was forced to shut down their Web site. It was their first meldown ever. More than 19 million people were visiting. They were not after a new edition of the famous encyclopedia, and nor were they offering any special online deal. It was all about Britney Spears' belly button! Britiannica.com had published the first picture. So why talk about pop stars and music as such important phenomena? Well, according to the BRANDchild survey, music is important for urban tweens in almost all countries. In fact, 45 per cent would prefer to listen to music instead of watching television. India (55 per cent) tops this preference, with Japanese kids showing the least interest (19 per cent). Not surprisingly, 31 per cent of the world's tweens population prefers contemporary pop music, surprisingly enough with Japanese kids leading (53 per cent), although tweens in the United States (20 per cent (and India 9 per cent) showed less interest. So much of branding is about creating emotions. The link between music and brand is enormously valuable in relation to any brand strategy. Just think back to when you lest heard a song on the radio that you haven't heard for years. The music has the power to open a Pandora's box of memories. In this chapter Martin Lindstrom looks at the power of music and how music simply has to be a part of any future marketing and branding plan-targeting tweens. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter Making brand the star
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