Tag Archives: Neuro Marketing

Can music change people’s habits?

I just got a great video from a friend which underlines the power of music. It shows that music can even change habits of people. In a Stockholm subway station musical stairs were installed. Based on the incentive to play with music – each step represented a piano tone – many people took the stairs instead of taking the escalator.

From my perspective this case demonstrates… Continue reading

Another wake up call for Brand Marketers

A TIME magazine article titled “Neural Advertising: The Sounds We Can’t Resist” reflects the value of sound in advertising and underlines the importance of „everday sounds“: a baby laughing, fizzing soda, or the sound of barbeque. All these sounds activate certain parts of our brain and can set us in a different mood. That is true but if every diaper brand uses the laugh of some baby, what will be the difference? Which brand can actually own this sound? An everyday sound is generic! Continue reading

The 10 Most Addictive Sounds in the US?

Today I ran across an article by  Martin Lindstrom.

„The 10 Most Addictive Sounds in the World” shows again how important sound branding has become in today’s daily environment. Often sounds immediately influence what we do, but we don’t even think about it anymore. I guess nobody would doubt that.

Doubtful indeed is the way Lindstrom presents his “scientific” material in the fourth paragraph of this article. There should be more information about the mentioned study like year, selection criteria, and sample statistics. At least for those who would like to read more about this study there should be a reference link. Continue reading

Why do some Sound Branding elements work some don’t? Does neuroscience gives us the answer?

A study of the Stanford School of Music which I believe has great relevance to the area of Sound Branding was already released in 2007 (Link to the news release), however; it has yet not been widely discussed in the field of Acoustic Identity/ Sound Branding.

Using brain images of people listening to short symphonies by an obscure 18th-century composer, a research team from Stanford has gained valuable insight into how the brain sorts out the chaotic world around it.

The research team showed that music engages the areas of the brain involved with paying attention, making predictions and updating the event in memory. The study showed that peak brain activity occurred during a period of silence between musical movements. That may be the answer to the question why some Sound Branding Elements work much better (recognition & recall) than others.

The researchers caught glimpses of the brain in action using functional magnetic resonance imaging, or fMRI, which gives a dynamic image showing which parts of the brain are working during a given activity. Continue reading