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Published on November 4th, 2011 | by Laura Sinnott

Sonic Branding and the Audio Branding Congress Pt. 2

The Audio Brand­ing Con­gress is hap­pen­ing in less than two weeks here in NYC, so I thought I’d hit you read­ers with some more mus­ings about the topic.  I met a super cool cat at AES a while back, Eli­jah Torn of Mas­sive Music, and asked him for some thoughts about the impor­tance of sonic branding.

pseblog elijah Sonic Branding and the Audio Branding Congress Pt. 2

Eli­jah Torn on Sonic Branding

I’ve been around music my entire life and work­ing directly with audio for film and adver­tis­ing for over ten years. As Cre­ative Direc­tor at Mas­sive­Mu­sic in New York City, I rec­og­nize the impor­tance of sound and sonic iden­ti­ties for brands is very freak­ing important!

Music and sound effect us on nearly every level– most specif­i­cally for brand­ing is in a psy­cho­log­i­cal sense. It can increase our mem­ory recall– “Now I know my ABC’s” any­one? Sound also cre­ates spe­cific emo­tions that images can’t nec­es­sar­ily cre­ate on their own. Stud­ies show that with­out sound, hor­ror movies have a far weaker impact. Now with that applied to brands– if you have the oppor­tu­nity to leave poten­tial cus­tomers with an extra feel­ing beyond see­ing or touch­ing the prod­uct– why not incor­po­rate sonic brand­ing to its fullest?

Well, what can else can we say other than: we agree!  Sonic brand­ing aka audio brand­ing has been around for years, but aside from large cor­po­ra­tions and forward-thinking smaller busi­nesses, it’s still not looked at as a cru­cial com­po­nent of a company’s mar­ket­ing and brand­ing strat­egy.  That will soon change as com­pa­nies real­ize it’s a way to set them­selves apart from com­pe­ti­tion and we humans quest to inun­date our­selves with stim­u­la­tion of all the senses…(just wait for Smell-o-Vision the­aters to return…)

Well, if you feel like coa­lesc­ing with other forward-thinking nerds about audio brand­ing, then you need to be present at the Audio Brand­ing Con­gress this month (hosted by New York City’s own Expan­sion Team).  Pro Sound Effects will be giv­ing away SONOPEDIA 2.0 to the win­ner of the best audio brand­ing case study. These inter­dis­ci­pli­nary case stud­ies involve music, com­pos­ti­tion, sound design, mar­ket­ing, psy­chol­ogy, visu­als, research and more.  We’ll see you there!


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