Comments on: Brand Sonification http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/ Sun, 05 Sep 2010 11:18:31 -0700 http://wordpress.org/?v=2.8.4 hourly 1 By: blackcoffee http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/comment-page-1/#comment-1172 blackcoffee Thu, 18 Feb 2010 00:19:30 +0000 http://www.blackcoffee.com/blog/?p=1261#comment-1172 Ken, Great points. You nailed it with: "…it can also be about managing sound in general within your branded experience." Maybe someone will design a proprietary can that yields an acoustic brand signal. Of course, if they mistake brand sonification for an advertising opportunity, your can will likely broadcast a digitized message instead of an analog mnemonic. Thanks for posting. Mark Gallagher Brand Expressionist® Ken,

Great points. You nailed it with: "…it can also be about managing sound in general within your branded experience."

Maybe someone will design a proprietary can that yields an acoustic brand signal. Of course, if they mistake brand sonification for an advertising opportunity, your can will likely broadcast a digitized message instead of an analog mnemonic.

Thanks for posting.

Mark Gallagher
Brand Expressionist®

]]> By: Ken Peters http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/comment-page-1/#comment-1171 Ken Peters Wed, 17 Feb 2010 21:11:34 +0000 http://www.blackcoffee.com/blog/?p=1261#comment-1171 So, you have me thinking of which brands have the best sound cues. The Good Humor ice cream truck bell/tune? That sonic cue is downright Pavlovian, for kids and adults alike. NBC's chimes? The Intel tri-tone? Even the rumble of a throaty motorcycle engine is probably more often identified with Harley Davidson than not, even when the bike is by another maker. These are all intentional cues designed to elicit positive response. But, what happens when somebody who can't stand that loud motorcycle rumble encounters it? Sometimes, these sonic cues can have negative impacts. Interesting, too, the idea of repeated action creating a sound that becomes a brand ritual. Certainly the distinctive sound of an aluminum can being opened is ritualistic of opening a beer or even a Coke. But, does Coors or Coke or Bud or Pepsi "own" that sound more than the competition? But, they've all tried to co-opt it in their advertising, along with the sound of their beverage being poured over crackling ice, etc. Do we really think "refreshing" when we hear a Coke being poured over ice? Probably. In a recent blog post of my own I discussed the importance of designing an experience. A gentleman commented on how sound had ruined his Starbucks brand experience. I think his remarks are as relevant to this discussion as they were to mine. He said: "If Starbucks is listening, there may be another factor in their setbacks - ice grinders. When the noise level went up, replacing the calm, peaceful environment, the experience went negative. I choose quieter coffee houses these days where a conversation does not require shouting." So, it's not just creating an identifying sound or sonic ritual, it can also be about managing sound in general within your branded experience. Great stuff! :-) So, you have me thinking of which brands have the best sound cues.

The Good Humor ice cream truck bell/tune? That sonic cue is downright Pavlovian, for kids and adults alike.

NBC's chimes?

The Intel tri-tone?

Even the rumble of a throaty motorcycle engine is probably more often identified with Harley Davidson than not, even when the bike is by another maker.

These are all intentional cues designed to elicit positive response. But, what happens when somebody who can't stand that loud motorcycle rumble encounters it? Sometimes, these sonic cues can have negative impacts.

Interesting, too, the idea of repeated action creating a sound that becomes a brand ritual. Certainly the distinctive sound of an aluminum can being opened is ritualistic of opening a beer or even a Coke. But, does Coors or Coke or Bud or Pepsi "own" that sound more than the competition? But, they've all tried to co-opt it in their advertising, along with the sound of their beverage being poured over crackling ice, etc. Do we really think "refreshing" when we hear a Coke being poured over ice? Probably.

In a recent blog post of my own I discussed the importance of designing an experience. A gentleman commented on how sound had ruined his Starbucks brand experience. I think his remarks are as relevant to this discussion as they were to mine. He said:

"If Starbucks is listening, there may be another factor in their setbacks – ice grinders. When the noise level went up, replacing the calm, peaceful environment, the experience went negative. I choose quieter coffee houses these days where a conversation does not require shouting."

So, it's not just creating an identifying sound or sonic ritual, it can also be about managing sound in general within your branded experience.

Great stuff! :-)

]]> By: Karlheinz Illner http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/comment-page-1/#comment-1170 Karlheinz Illner Wed, 17 Feb 2010 16:46:53 +0000 http://www.blackcoffee.com/blog/?p=1261#comment-1170 Good points! And don't forget to mention media efficiency. What value does Sound Branding have if it increases your recall and brand awareness? We have developed three Sound Branding projects for Coca-Cola the decision to move on after the first project was based on market research findings. Btw we just did set up new blog only dedicated to Sound Branding <a href="http://wp.me/pNlbK-f" target="_blank">http://wp.me/pNlbK-f</a> Cheers Karlheinz Illner Good points! And don't forget to mention media efficiency. What value does Sound Branding have if it increases your recall and brand awareness? We have developed three Sound Branding projects for Coca-Cola the decision to move on after the first project was based on market research findings. Btw we just did set up new blog only dedicated to Sound Branding http://wp.me/pNlbK-f
Cheers
Karlheinz Illner

]]> By: Rainer Hirt http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/comment-page-1/#comment-1165 Rainer Hirt Tue, 16 Feb 2010 19:31:43 +0000 http://www.blackcoffee.com/blog/?p=1261#comment-1165 Really great article! Btw: We´re working in this field since 2006. All the best from Germany, Rainer Really great article! Btw: We´re working in this field since 2006. All the best from Germany, Rainer

]]> By: Bennett http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/comment-page-1/#comment-1162 Bennett Tue, 16 Feb 2010 00:03:54 +0000 http://www.blackcoffee.com/blog/?p=1261#comment-1162 Great post, totally agree that sound is a biggie. You might enjoy 'Brand Sense', (brandsense.com) which talks about activating multiple senses to form a more enveloping brand experience. Nicely articulated argument Mark and Laura. Great post, totally agree that sound is a biggie. You might enjoy 'Brand Sense', (brandsense.com) which talks about activating multiple senses to form a more enveloping brand experience.
Nicely articulated argument Mark and Laura.

]]> By: @CharlieQuirk http://www.blackcoffee.com/blog/2010/02/15/brand-sonification/comment-page-1/#comment-1161 @CharlieQuirk Mon, 15 Feb 2010 19:38:58 +0000 http://www.blackcoffee.com/blog/?p=1261#comment-1161 Love the line "Sound is an opportunity to communicate and differentiate because it provides an opportunity to interact even when no one is looking." Timely post guys. To be sure, sound is a much less tangible measurement of brand engagement, but as you mention above, it is a metaphor for emotion which is subtle but unavoidable. How an old song or the crunching of leaves under our feet can transport us to another time and place is evidence of this. Cheers, CQ Love the line "Sound is an opportunity to communicate and differentiate because it provides an opportunity to interact even when no one is looking."

Timely post guys. To be sure, sound is a much less tangible measurement of brand engagement, but as you mention above, it is a metaphor for emotion which is subtle but unavoidable. How an old song or the crunching of leaves under our feet can transport us to another time and place is evidence of this.

Cheers,
CQ

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