The following is a Viewpoint from Eric Sheinkop, CEO of Music Dealers and co-author of Hit Brands, which offers a practical guide on how music builds value for the world’s biggest brands.

John Lewis has all the right ingredients for the making of a hit brand, and their latest Christmas advert, The Bear And The Hare, is case and point. Over the past several years the retailer has created spectacles of their Christmas campaigns, they have become events in and ...