DemystifyingSonic Brandingand IdentityNoel FranusMartyn Ware
We use the emotional powerof sound to position brands,improve products and enlivenenvironments.
Bernie Krause is an acoustician who has recorded over 3,500 hours of pristine environmentalaudio. Among his ﬁndings: 1) No two places are alike. Each place on earth has its own sonicﬁngerprint, so to speak; 2) Every living organism also has its own unique acousticsignature; 3) Human development forces more animals into fewer spaces—which meansthere’s less space available in the sonic spectrum for mating and hunting purposes. It’s just toonoisy. Sadly, the animals and species that can’t adapt don’t survive.Any parallels to the world of brand experience?Insights from nature
If this is a matter of “survival of the ﬁttest,” some brands are more ﬁt thanothers—they use music and sound with intention to build ﬁnancial value.
What do weunderstandabout sound?But. We can’t use music and sound in innovative ways without ﬁrst asking the big questions.The answer: suprisingly little. We know we like music! That’s about it...
What don’t weunderstandabout sound?So maybe the more helpful question is...
Sound is ubiquitous.We hear thousands of sounds every day. Alarm clock. Kids. Coffee.Shower. Bus. Car. Engine. Birds. Rain. And that’s in just the ﬁrst partof our day. Sound is absolutely everywhere.
Sound shapes ourthoughts and actions.Sound is a ﬁlter for what we think, say, do—and buy.Researcher Adrian North ran a simple test to determine the effect ofmusic on consumer behavior. The test lab: a wine shop. Onalternating days, the shop played French music, then German music.On French-music days, French wine outsold German wine 4:1. And onGerman-music days, German wine outsold French wine 3:1.
Sound is emotion.Sound goes directly to the emotional tripwire of the brain. Visuals,tastes and smells have power, but at times nothing can amplifyemotion like music and sound. Case in point: Jaws. Chariots of Fire.The gospel tent at Jazz Fest in New Orleans...
“Our neuroimaging studiesshow amygdala activationto music...repetition, whendone skillfully by a mastercomposer, is emotionallysatisfying to our brains,and makes the listeningexperience as pleasurableas it is.”Daniel Levitin
“Music doesn’t representany tangible, earthly reality.It represents things of theheart, feelings which arebeyond description, beyondany experience one has had.The feeling of the holy, thesacred, the wonderful, themystical...is conveyed verypowerfully in music.”Oliver Sacks
How can we leveragethe power of soundfor valuable brandexperiences?
Unification5When properly deployed, music and sound also play the roleof a uniﬁer for brand experiences. Each of these brands haveﬂexible (but iconic) compositions that scale across a numberof otherwise disparate touchpoints.
93%Larry Light, McDonald’s“We’re not advertising anymore...what we have increasedsubstantially is theeffectiveness...when youincrease relevance, it sticks inpeople’s minds.”
Engagement*Bonus: music and sound also play a key role inengaging people—in drawing them into new experiences.
Illustrious Company: Sonic ID’s Martyn Ware and friend Vince Clarke—founders ofHuman League, Heaven 17, Yazoo, Depeche Mode and Erasure—team to createimmersive, three-dimensional soundscapes for physical environments.
Their “heightened reality” product that allows them to direct the physical movementsof a composition—or any sound, really—anywhere in any environment.This places people front and center of a unique and powerful sensory experience.
The world’s largest ever 3D SonicImaging soundﬁeld - Sound OasisEsplanade de Belles Artes, Mexico City June 2006...Ware has used this to create the world’s largest soundﬁeld outside the Palacio deBelles Artes in Mexico City. Exhibit was experienced by 100,000 people over 10 days.
The British Pavilion,XX Venice Architectural BiennaleSeptember - November 2006Echo CitiesMore: an immersive, narrative soundscape exploring Shefﬁeld and its impacton the world, featured at the 2006 Biennale in Venice.
Rome Reborn 1.0Seven years in the making...Every building in ancient Rome reconstructed and navigablein three dimensionsUniversity of Virginia collaboration with 3D soundscapes by lllustrious
Illustrious immersive soundconceptRecreating the sound of theColosseum using 3DSonicImaging sound
Breathing Trees - sound and light installation with CreatmospherePotter’s Field, South Bank, London February 2008
Recent installation: a permanent, three-dimensional soundscape in Workington.The experience focuses on the past and future legacy of this city in transition.
Soundlife Of London - Leicester Square, LondonSpring 2008
Sensory Theatre Environmentfor disabled/autistic childrenThreeways SchoolBath, EnglandOpens 2008Multisensory space for disabled children—incorporatingﬁlm, light, sound and smell—that stimulates themin new ways and adapts to each child’s preferences.
Immersive ‘5-sense’ branding experienceLaunch Kenzo’s new male fragrance ‘Tokyo’Kenzo, ParisMay 2007Multisensory exhibit to help Kenzo launch its new male Fragance, Tokyo. Thesoundscape captured the transformative, emotional energy of the city.
Galeries LafayetteHistoric-themed soundscape for Paris’s renowned GaleriesLafayette—placing shoppers amidst the cultural vibrance of Paris past.
GREEN HUMAN ENERGY INNOVATION PARTNERSHIP PERFORMANCE PROGRESSIVE• BP’s Helios awards• Brand attributes as an anchor for BP’s sonic identity• Palette as a guide for additional brand communicationsCore values come to lifeSwitching gears intobrand communications:BP and HSBC’s ﬁrst direct...
• UK’s ﬁrst direct bank (via phone)• Passionate customer base• Design research led the way• Thematics created as a platform for brand-based audio(Podcasts, advertising, web palettes, music on hold)Banking onbrand immersion
WebGuerillaCo-brandedMediaDVDsOnlinesoundscapesPOSFunctionalpromptsMusicon holdTrainingmediaPROnlinevideoCallcentergreetingsPDAsTrainingeventsPodcastsTVBuzzMarketingTradeShowsInstitutionalCommsRadioMoviesBrandedEntertainmentDemosElectronicMessagingExperientialMarketingSalesMeetingsEmployeesSponsor-shipsRingtonesVoiceDialRetailercollateralSonicIdentityRetailsoundscapesBrands live everywhere. (Obviously, they make noise everywhere.)
The future? We will...1. Use sound as a forethought.2. Use sound as a meaningfularticulation of our brands’ core values.3. Use sound as a means ofsolving problems.4. Move beyond the ‘sound logo’ toaddress multiple needs and markets.5. We will (gasp!) standardize.
“Light and sound arguablydo at least as much as space,form and texture to evoke anemotional response to adesign... great design shouldencompass all of this, so letsgive it more credence.”Lynda Relph-Knight, Design Week
“Marketers that dontunderstand the power of musicwill simply be left behind.”Mary Dillon, McDonald’s CMO
Thank you!web: sonicid.comblog: intentionalaudio.comNoel FranusMartyn Ware