Feb|15|2010
Mark Gallagher and Laura Savard
Call it music branding, mnemonic branding, acoustic branding or sound design, brand sonification is an integral part of the brand experience, yet is often overlooked. It adds yet another opportunity for the brand to interact with people. Sonification cannot only improve a product’s usability, it can become a primary brand signal, connecting people and brands.
Much like visuals, sound isn’t restricted by the limitations of language. Sound is a metaphor for emotion, one that as humans we are pre-wired to understand. Our brain is registering sound 24/7. It never turns off that sense. The sense of sound triggers memory, second only to that of the sense of smell. Sounds, songs and jingles time stamp our memories. Sound takes us back and helps us to make sense of our world.
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Posted in Brand Expression, Brand Identity, Brand Management, Brand Signals
Feb|1|2010
Mark Gallagher and Laura Savard
Change is inevitable. The question is, how do you make it work in your favor?
Early on in our business a client gave us some brilliant advice. He stated “If you find yourself in the same business you were in ten years ago, you’ll soon find yourself out of business.”
His words are amplified by the fact that technology is eroding entire industries only to create new ones. This has, now doubt, caused everyone to re-evaluate who they are and where they stand. As you do so, we suggest that you ask yourself some questions:
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Posted in Brand Management, Brand Strategy
Jan|18|2010
Laura Savard and Mark Gallagher
Having a great product is no longer a guarantee of success. A Bain & Co. survey notes that 80 percent of CEOs believe that their product is differentiated, but only 8 percent of consumers agree. To truly stand out in the market, a product must embody the characteristics of its brand. But, with all the hoopla around branding, it’s no wonder that companies are continually lured into believing that their brand is their product and their product is their brand.
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Posted in Brand Expression, Brand Identity, Brand Management, Brand Strategy
Brand Values
Problem Shaping
Clarity is Everything
Pattern Recognition
Crowdsourcing
