This blog delves into the intricate art and evolving science of using sound to elevate brand identity, deeply engage audiences, and craft unforgettable brand experiences. Discover strategies, insights, and real-world examples that demonstrate the profound impact of audio in branding.
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Music has always been a part of marketing communications, but it is now producing measurable results thanks to a relatively new discipline called Sound Branding. Although many companies have yet to discover the benefits of this systematic approach, it seems that the marketing masterminds are now acknowledging the huge potential that Sound Branding has to […]
Even though Coca-Cola are the undisputed leaders when it comes to using music in advertising (“I’d Like To Teach the World to Sing”, “First Time” a.s.o.), it has generally been campaign based. After a rather long period of disorientation at the end of the 90’s, Coca-Cola have developed a Sound Logo which, despite its initial […]
A study on music, wine and taste A field study conducted by the Heriot Watt University, Edinburgh, UK, indicates that listening to music can affect the way wine tastes. The research showed that when a powerful, heavy piece of music is heard, a wine such as Cabernet Sauvignon is perceived as being 60 per cent […]
The theme “Notes & Neurons” was featured at the World Science Festival in New York City. “Is our response to music hard-wired or culturally determined? Is the reaction to rhythm and melody universal or influenced by environment? Join host John Schaefer, Jamshed Barucha, scientist Daniel Levitin, Professor Lawrence Parsons and musical artist Bobby McFerrin for live […]
Warum erzeugt Musik Gefühle? Einige Erklärungsversuche der Wissenschaft Musik kann in uns hineinfahren wie ein Blitz. Sie kann zu Tränen rühren, zum ausgelassenen Tanzen verführen, uns an Orte und vergangene Zeiten zurückführen. Wie kann das sein? Sprache, die mit der Musik sehr verwandt ist, erreicht uns immer über das Bewusstsein. Doch Musik trifft uns ganz […]
In order to minimise the health risk for orchestral musicians, the academy of music in Detmold / Germany is testing noise protection walls made out of Plexiglass. In contrast to workers in road construction and industry, the musicians can not wear head phones or ear plugs to protect their ears. The noise level however often […]
Registration of sound trade marks finally arrives also in Canada The registration of sound trade has been practiced in Germany since 1988. Thanks to a recent decision by CIPO (Canadian Intellectual Property Office), Canadian brands now have the right to register and thus protect their specific sound trade marks by law. This comes after a […]
The second edition of “The Creators Conference. A conference on music, creativity and author’s rights – organized by the creators themselves” took place in Brussels on Feb. 2/3 2012. In his keynote, John Groves introduced a debate about coercion in music, a system that has been developing in recent times, which sees film studios, broadcasters, […]