We really enjoyed this article by Geoff Cottrill at Mullen Lowe (ex. Converse, Coca-Cola). A good read for any brand owner or marketer out there.
"We are spending millions and millions of dollars to ‘use’ music and I have heard countless brand and advertising people say things like, ‘yes, we use music to help our brand be more relevant in contemporary culture’. And while there is nothing really wrong with this approach, I would challenge each and every one of us to really ask ourselves: ‘Is this the best we can do?"