Ever caught yourself listening to the same handful of artists over and over again? I know I have. My playlists are a tight-knit club of familiar bands, trusted tracks, and that one song I’ve played so many times that even Spotify is concerned for my well-being.
Occasionally, a new track slips into my rotation, and I love it—but when I stop and think about it, it’s usually because it sounds a lot like something I already enjoy. Why is that?
Nostalgia? Definitely. One bar from an old favourite can send me hurtling back in time faster than a DeLorean. Mood? Of course. I’ve got playlists for the gym, for work, for driving… even a mental folder labelled “ex-girlfriend recovery soundtrack” (don’t judge).
But here’s the kicker: we don’t just do this with music. We do it with brands too.
Think about it. You buy the same coffee, the same trainers, the same shampoo—even when a dozen other options are staring you down in the supermarket aisle. Why? Because we’re wired for familiarity. Brands that we trust, that make us feel something, or that tie into our personal identity stick with us—just like our favourite tunes.
So, if brands want to win over new customers, they need to tap into the same motivations that get us to add a new song to our playlists:
Nostalgia – If you can make someone feel something they’ve felt before (in a good way), they’re in.
Emotional connection – We buy brands that match how we see ourselves, just like we listen to music that reflects our mood or personality.
Subtle evolution – The best brands (and the best bands) don’t reinvent the wheel every time—they just tweak the sound to keep things fresh while staying true to their core.
So next time you wonder why you always go back to the same products, think about your Spotify Wrapped—it’s not just about preference, it’s about psychology. And if you’re in marketing? Well, the key to brand loyalty might just be hidden in your music library.
What’s your go-to artist… or go-to brand? Let’s hear them in the comments!
If you would like to learn more about marketing science and what makes us tick, have a look at That Marketing Chap
