Comments for Sound Branding Blog

Comment on The voice of McDonald’s – largest global singing competition of its kind by C. Stiegler

C. Stiegler — Wed, 04 Apr 2012 07:18:01 +0000

An interesting project and a good case for the use of music for employer branding. It would be nice to see, whether McDonalds will also take the step of “localizing” their sound branding through this project – beyond a single ad.

Anyway, things like these are bound to raise the mood of at least some people – or their twitter messages respectively (http://tinyurl.com/cm9jlf8).

Comment on Instore Music – the power of emotional branding by Karlheinz Illner

Karlheinz Illner — Wed, 07 Mar 2012 12:42:43 +0000

Hi Johan,
a good piece of work to start with is the book of Adrian North & David Hargreaves “The Social and Applied Psychology of Music”, Oxford University Press, 2008.It includes one chapter “Music in commercial environments” (p. 267-292) and gives you a very good overview of the research which has been conducted in this area.
All the best
Karlheinz

Comment on Instore Music – the power of emotional branding by Johan Chen

Johan Chen — Tue, 28 Feb 2012 18:22:31 +0000

Hi Karl-Heinz,

“Studies show that a music concept which fits to the brand, store and target group increases the time that customers spend inside the store.”

Can you help me with the titles of these exact studies? Would be a great help thanks.

Best

Comment on Instore Music – the power of emotional branding by A music concept which fits to the brand, store and target group increases the time that customers spend inside the store | TheMarketingblog

Tue, 28 Feb 2012 07:00:58 +0000

[...] your are a brand manager responsible for all your branches, flagship stores. These offer your brand great opportunities to reflect and thus communicate your brands image and emotional positioning through a unique music [...]

Comment on Term 9: Sound Icons by Karlheinz Illner

Karlheinz Illner — Mon, 13 Feb 2012 16:22:35 +0000

Hi Tim,
thanks for your valuable input & the link.
In a technical sense – sound engineering – i agree with your comment, however; in Sound Branding we want the sound icon to be related to the brand and not – as stated in the definiton of auditory icons: “sounds which have a metaphoric or virtual reference association with an action or event for example; breaking glass for a destructive irreversible action”. Even in that understanding the objective – from a branding perspective- would be to reframe the association to the brand.
Best,
Karlheinz

Comment on Term 9: Sound Icons by Karlheinz Illner

Karlheinz Illner — Mon, 13 Feb 2012 15:12:40 +0000

Hi Adrion,
thanks for your feedback
I appreciate it :)
Best,
Karlheinz

Comment on Term 9: Sound Icons by Adrion Porter

Adrion Porter — Sat, 11 Feb 2012 19:50:40 +0000

Much thanks for the write-up. Yes I think this definition would suffice. I actually LOVE the startup sound that my Mac makes when I turn it on. Recognition and recall is key when it comes to aligning consumer attachment to a brand, and sound is the best emotional tool for this.

btw…love your articles and insights!

Best,
Adrion
http://www.adrionporter.com

Comment on Term 9: Sound Icons by Tim Noonan

Tim Noonan — Tue, 07 Feb 2012 23:51:55 +0000

In general I think this definition is quite good. However, for accuracy it is probably worth having an inline reference to the term “Earcon”.
Human factors academics draw a distinction between the terms Auditory icon and Earcon. In the literature, Auditory icons refer to sounds which have a metaphoric or virtual reference association with an action or event for example; breaking glass for a destructive irreversible action, or the sound of someone knocking in ICQ to request entry into a chat session. In contrast the term Earcon has been used to denote arbitrary or musical ‘riffs’ for which the user needs to learn an association to an action or event (explored further in the site below).
Probably, if this defination is listed under ‘sound icon’ or ‘audio icon’ it could arguably be used to encompass both of these terms. While I don’t believe the terminology distinction is particularly important, the distinction between these two types of sonic notifications and their effects on listeners is definatly of relevence to those of us who work in the sound branding industry particularly because audio icons are generally considered superior for their ease of learning and faster interpretation.

“Auditory icon notifications are generally found to be easier
to learn and retain [4, 10, 21, 26] and produce quicker reactions
than earcon notifications [8, 15]. This superiority of
auditory icons seems to be rooted in the directness of the
association with their referents [19] and there is evidence
suggesting that memory performance varies more on a
sound-by-sound basis rather than a sound type-by-sound
type basis [10].”
S. Garzonis, S. Jones et al. 2009
http://www.cs.bath.ac.uk/pervasive/publications/garzonis_chi09.pdf

Tim Noonan
Vocal Branding Australia

Comment on Term 9: Sound Icons by jordanstevens328

jordanstevens328 — Wed, 01 Feb 2012 04:07:58 +0000

Works well.

Comment on Term 9: Sound Icons by Dmitry Salnikov web developer

Dmitry Salnikov web developer — Tue, 31 Jan 2012 20:46:13 +0000

thanks for post ;)