The Science of Sound/Audio
22 - The Science of Sound/Audio . Leveraging Sound Branding Posted on August 22, 2013 by admin ―I should have known, sound branding! Sound Branding is common sense. Quite simply, we are wired to go. It is said that the human ear reacts to certain sounds more than others. This is sound branding. Sound, most notably music, triggers emotions, auditory pleasures, memories and associations. Sound branding is a multi-sensory form of communication and a holistic corporate model, which drives perception. It also creates attention with familiar associations. It also differentiates from the dross of typical advertising media. The benefit of this auditory effect is that it enhances brand identity, loyalty, and thus increases sales. Take the memorable Intel or Coca-Cola jingles as key examples. Harley Davidson‘s distinctive and trademarked motorcycle exhaust sound, and Kellogg‘s investment in the power of auditory stimulus with its cereal crunching demonstrates strategic marketing through sound branding. Firms of this sort understand sound branding delivers personality. The advent of digital media and devices increases the communication of the sound branding experience. Sampling of sound branding through audio identity should be appreciated by listening to the following examples:can be viewed and heard here. • Bentley Motor Cars developed ―The new sound of Bentley‖ — a stirring and thunderous soundtrack and the prelude to a potent new Bentley driving experience. • Hip boutique hotels such as Puro Hotel in Mallorca, whose beach bar has been voted one of the world‘s 50 best by CNN Travel, surrounds you everywhere with lounge/chill-out genre of music compiled by its in-house DJ ‒ whether you open their website, choose to listen to their on-line steaming player, purchase a CD, relax by the pool sipping a passion fruit mojito or come nightfall, gather around to dance to their house tunes.
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