Oak Tree Press 2011
Music can say so much. It can make us laugh or cry – it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice.
By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context.
John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars, Visa, documents the birth of a new discipline: Sound Branding.
He shares personal experiences and anecdotes of how music can be responsible for suicide, revolutions, and making people pay more for a glass of wine. He explains how sound and music can be used strategically to provide identification, differentiation and generally to steer perception.
ComMUSICation is a mix of cutting-edge scientific findings and one man’s analytical – and sometimes humorous – views, ending in a walk-through of his structured system for developing and managing Brand Sound Identities.
This book is a a must-read for anyone involved in marketing, advertising, branding, music – in fact, for anyone who has ears!
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The book is published by Oak Tree Press, Cork, Ireland. ISBN 978 1 78119 000 5 (Hardback) ISBN 978 1 78119 001 2 (ePub) ISBN 978 1 78119 002 9 (Kindle).