The sound of hybrid cars—branding, psychoacoustics, public safety
Good conversation picking up at the LinkedIn group for sonic branding and identity: how do we solve the problem of silent hybrids and electric vehicles?
You’d think this is an issue that one or two distant labs would be slowly addressing, but you’d be wrong. Turns out there’s more than a handful of us focusing on this very thing. Here’s more.
Tracing a melody around the world
WFMU’s Beware of the Blog posted a great story on tracking down the source of a dance and melody. Who needs social media when both the medium and the contents have ’sociality’ inherently built in?
On brands and ‘the world’s most powerful sounds.’
I love Martin Lindstrom’s work. He’s done a great job bringing attention to the role of sensory design in generating desire and creating influence with respect to what we buy and how we perceive the world around us.
He’s now studied ‘the world’s most addictive sounds.’ Here’s the summary.
I’m excited about the notion of anything sonic-branding related appearing in a consumer mag like Time. But I’m stumped. The study, or what I’ve read about it, feels too trite to be taken seriously.
Lindstrom breaks the world of sound into ‘branded’ and ‘non-branded’ sounds. But that’s an artificial bifurcation—smart brands can very much influence our thoughts, feelings and behaviors in the real world around us without having to rely on ‘branded sound.’
Brands live in these spaces—but it doesn’t mean they have to rely on ‘branded sound’ to effect change. Maybe a sense of ‘brand-oriented choreography,’ but there’s a huge difference between the two. You wouldn’t guess that from this study if you took it at face value.
More nits: Lindstrom says in this Time interview that many generic sounds, such as a baby’s laugh or a burger sizzling on the grill, are not ‘owned’ by brands today but will be so in the near future. We can assume that consistent, repetitive television advertising is will drive this because the conversation is exclusively about ‘advertising.’
Ick. Though it’s hard to argue with the notion that repetition breeds familiarity, it’s dependent on the assumption that tv is king. Today it is for a mass audience. But the future is much more thin-sliced.
Our media and our lives are far more fragmented than they were 50, 20, even 5 years ago. We live online, with our smartphones, consuming time-shifted media on a variety of devices and in a zillion private and public places.
If brands can’t find a way to be relevant in each of these spaces—through messaging or, God forbid, utility—they die.
We’re trying to change behaviors. Brands that succeed are those that evoke meaning with intent, precision and a keen sense of context. Not those who have the best bag of tricks for crashing the amygdala in just a 30-second spot.
Finally: babies? Most powerful sound on earth? I’ve got a stick of dynamite over here that says otherwise.
– Noel Franus
Sonic ID featured in I.D. Magazine
We do a lot of writing on the business of sonic branding and identity. Now and then it’s nice to have a break and have someone else do the writing.
Fortunately we’ve received such a break. Sonic ID’s creative director Martyn Ware and I are featured in the latest (June 2009) issue of I.D. Magazine, which is its “Design+Business” issue.
“Rock Brand: Sonic ID Rethinks Advertising with Next-Generation Jingles” is available online and in print at newsstands near you now.
Just between you and me: it’s taken the talents of writer (and accomplished musician) Daron Murphy just 1,000 words to say what normally takes us quite a bit more. So a huge thanks to Daron and the I.D. team for sharing our story with this wider audience.
– Noel Franus
Three videos: invention, amazement and Sweet Georgia Brown
Off-topic. Sort of:
Invention.
Trimpin: The Sound of Invention…
the sound of invention from Peter Esmonde on Vimeo.
Amazement.
Sonic technologist Woody Norris on ‘inventing amazing things’ at TED…
And finally, comedy.
Sweet Georgia Brown + Traktor. Because you can’t not laugh.
Enjoy — Noel Franus
Welcome Brand Management
Quick note to say ‘allo to the new readers coming in from Brand Management, a new site featuring solid thinkers from various points in this spectrum we call brand engagement. We’re honored to be in such illustrious company.
By way of introduction, here’s what to expect from me: I think out loud on the topic of sonic branding and identity. It’s a relatively new field, still in its infancy, with much to be defined.
What we do know: 1) sound is everywhere; 2) it affects or thoughts, feelings and actions; 3) it’s a powerful, efficient way to articulate a brand’s emotional DNA; and 4) most brands, large and small, lack guidance for how to leverage their investment in sound as a tool for growing deep relationships with customers — for building brand value.
As a partner at Sonic ID US+UK, I draw upon my experience leading sonic identity engagements (and a healthy dose of feet-dirty/heavy-lifting work) for Sun, Java, Cisco and some big brands in finance and gaming to explore what’s not so clear today: future sound of brand experience.
Thinking out loud — I won’t pretend it’s what I do best. And yet: we can’t evolve without a little back-and-forth and, sometimes, some dedicated cross-pollination. So if you feel moved, join me. Speak up and share your ideas.
Some links you may find useful:
Slideshow: Demystifying Sonic Branding and Identity
Article: Building Brand Value through the Strategic Use of Sound
Case Study: Creating a Sonic Identity for Cisco
Gathering: the 440 Sonic Symposium in Portland, Oregon this July
Podcast: the Sonic Convergence podcast
Looking forward to hearing from you. Thank you.
– Noel Franus
Latest podcast is now available—music and the mind
Photo by Mikey G Ottawa
The latest episode of our Sonic ID Sonic Convergence radio show/live podcast — where we explore the role of sound in creating useful and interesting products and experiences — is now available for listening/download.
Our most recent show features Seth Horowitz, a neuroscientist and psychologist with Brown University and Neuropop; and Brian Schmidt, composer and technologist at Brian Schmidt Studios.
If you’re expecting a show on music and marketing, scratch that. We touched on dolphin intelligence, rocket-science research and the science of sleep…not to mention the inevitable topic of the relationship between music and language. (I did my best to keep things accessible for everyday listeners without sacrificing quality.)
Thanks again to Seth and Brian for being brilliant, and to Small Plate for making it happen. If you enjoyed the show, let us know. And don’t forget to speak up if you have ideas on future topics.
>> Streaming file available here
>> Downloadable MP3 available here
– Noel Franus
Live Podcast Thursday 4/16: Music and the Mind
What do we know about how music and sound affect the mind? What don’t we know? How can we use this knowledge to build breakthrough products and experiences?
In this second edition of our Sonic Convergence live podcast series, I’ll be speaking with research neuroscientist and psychologist Seth Horowitz, who is Assistant Research Professor at Brown University and a partner at Neuropop.
I’ll be hosting the show. Also joining us are Martyn Ware, creative director, Sonic ID and Brian Schmidt, principal of Brian Schmidt studios.
Join us for the live podcast Thursday April 16 at 7:30 a.m. Pacific / 10:30 a.m. Eastern / 3:30 London, or anytime afterwards for the archived edition.
Got questions? Post them here in advance, or contact us during the show using the IM widget right there at the show’s website.
Show URL: http://www.smallplateradio.com/042/
– Noel Franus, partner, Sonic ID.
One. More. Week. Interesting ‘09 in Portland
Well here we are. One more week til Interesting Portland. If you don’t have your tickets yet, get it together.
Topics include…
1927: The Real Birth of the Cool
A brief (and otherwise secret) history of sans serif typeface
What We Still Don’t Know
How to pick out a peach
One day Robert Duncan went insane
A Contemporary Idea of Justice
Donut Eating Contest by Voodoo Donuts
10 Lessons of a Bicycle Delivery Soupman
…A night of 20 different 3-minute speeches on a hugely wide variety of
topics. Like no other lecture series you’ve been to.
Interesting Portland, April 9, 2009, Norse Hall Get tickets.
See you at the show. In addition to presenting my own 3-minute surprise, I’ll be working the door or the floor, so be sure to introduce yourself. Looking forward to it.
– Noel Franus
Guidance for brands and other organizations
Found myself referenced in a recent Ad Age/CMO Strategy piece on music and brands. It’s a writeup on the Heartbeats International report, which if you haven’t seen it, spells it all out:
- 97% of brands believe that music and sound can strengthen their brand.
- 41% believe it can do this by building a consistent image of their brand.
- 27% believe it can help make their offer unique from competitors.
I’m going to take a second to follow up on that. The obvious conclusion (stated so well by writer Charlie Moran) is that sonic branding and audio identity is “worth a hell of a lot more money than you put in, because it’ll be fortifying what you’ve already got.” For the most part, he’s referring to television and the agencies working with tv. Which is a sensible starting point.
But wait. There’s more. Peel back the onion and you’ll see that in every global brand, right now at this moment, decisions are being made about music and sound that have nothing to do with television or catchy jingles. For example:
- A facilities and maintenance manager in suburban Dallas is selecting the background music for a corporate briefing center, sales area, or other customer-facing space—spaces devoted to the generation of revenue.
- A phone-systems integration manager outside of Boston is choosing the music and voices that millions of conference-callers will hear when they dial into virtual meetings. Meetings with captive, often influential audiences.
- A programmer/developer in India is hurriedly selecting the blips and bleeps that will be a core part of his/her company’s mobile devices.
- A marketing team in EMEA is outsourcing the selection of music (walk-ons, background tracks, demo audio) for their annual 20,000-person event to a company that’s also responsible for such things as food and Powerpoint creation.
Forget television. Forget sonic logos, audio stings and mnemonics. Toss aside the jingle. These people don’t need any of that; they’re responsible for some of the moments that can make or break the user experience, the guest experience, and the feelings we have about a brand.
What guidance will you give them? How prepared are you to get them jazzed about the brand? Who’s funding their operations? Who do they report to? Why should they care?
Been there before, as both a client and consultant. It’s never easy, but brands do live everywhere. Everyone who manages them needs the right guidance and/or tools. The same guidance that feeds mainstream media should be able to play out for many other uses as well.
Anyone who invests in, produces or directs a sonic branding or audio identity effort should keep this in mind. Treat it like a good, hardworking investment and it will perform like one.
– Noel Franus
MarketingProfs: what’s your company’s return on sound?
We’re proud to have another article posted at MarketingProfs.com: What’s your company’s return on music and sound?
In 2009, CMOs care very much about two things: 1) greater marketing accountability for their spending; and 2) simplified brand management across multiple platforms.
That’s what this article is intended to address. Feedback/thoughts/call-me-on-its welcome.
– Noel Franus
No commentsIt’s on: Interesting Portland, April 9
Interesting Portland: April 9, 2009 at the Norse Hall.
The idea behind Interesting is simple: an evening of 20 interesting people each talking about something they love/hate/do/did/know/care about/obsess over.
We want to replicate the experience of clicking from one really good blog to another, ranging haphazardly across culture, sciences, arts, crafts, technology, whatever.
But with the added benefit of direct contact in a relaxed, conversational setting. The only requirement is that each presentation be either 3 or 10 minutes long.
Past Interestings include London, Sydney, Amsterdam…
Tix available now. We’re on the hunt for speakers, too. You’ll find all the details here: http://interestingportland.com/
See you in April.
– Noel Franus
No commentsNew article: sonic branding as intellectual property
I have a new article posted at iMediaConnection.
The idea: sonic branding and audio identity can and should be about creating intellectual property—protectable assets that grow in value over time. (Think NBC, McDonald’s, Intel, etc.)
As a cheat-sheet for you, I’ve identified four questions that any brand organization, large or small, local, national or global, can ask to begin creating that capital right away.
1. What is your return on music and sound today? Most companies spend millions and expect nothing in return…which creates the mindset that this is a cost, not really an investment.
2. Do you sound as unique as you are? Great brands inspire us. They solve problems, they make meaning. Yet most brands sound alike: generically upbeat, harmlessly acceptable and usually…forgettable.
3. What’s your emotional identity? How can/should you use music and sound to unleash the otherwise unexpressed emotional DNA of your brand?
4. How elastic is your brand? If you really want your brand’s sound identity to thrive everywhere it lives, ensure that it’s flexible enough to stretch, twist and grow across multiple touchpoints, markets and cultures.
And there you have it. I should mention that at Sonic ID we’ve used this framework successfully for our clients. Of course you’re free to do your own thing, too, and if that works for you then I’d probably enjoy hearing your story.
– Noel Franus
1 commentPodcast Available: Sonic Convergence show 01
It’s up: Sonic Convergence, our first-ever ‘live podcast,’ is off the press and available for listening online or download.
In this show we get to the nut of sonic branding and audio identity—what’s possible and how we push the envelope. After all, we may wake to the clock radio, we tune into our iPods, we have our favorite artists. But most of us really understand very little about music and sound. What I explore in this show are some of the answers to a question: how can we leverage the power of sound for valuable brand experiences?
Guests Martyn Ware and Brian Schmidt are some of the world’s top creatives in doing just that. Ware is founder of Heaven 17 and the Human League, creative director at Sonic ID, and a sound designer with recent installations at the NY MoMa and the Venice Architectural Biennale; Schmidt has been the guiding ’sonic spirit’ for audio in the Xbox and primary composer for multiple game titles for Sega, Sony and Electronic Arts, in addition to hundreds of arcade, console and pinball games. Together their work has been experienced by hundreds of millions of people.
Listen online or download the podcast. Questions, comments and suggestions for future shows are most welcome.
– Noel Franus
Live Podcast Monday: Designing Immersive Experiences
I’ll be hosting a live podcast on Monday on the topic of ’sonic convergence.’ More specifically, the art and science of designing immersive experiences.
With me will be: renowned soundscape designer Martyn Ware (London) whose work spans from founder of Heaven 17 and the Human League to a sound designer with recent installations at the NY MoMa and the Venice Architectural Biennale; and Brian Schmidt (Seattle), who has been the guiding ’sonic spirit’ for audio in the Xbox and primary composer for multiple game titles for Sega, Sony and Electronic Arts, in addition to hundreds of arcade, console and pinball games.
This will be a live podcast, meaning you can ‘tune in’ live and participate in the conversation (via IM+Skype). (You’ll also be able to listen anytime after the show as you would a traditional podcast.)
Show details: Monday January 26, 9:30 a.m. Pacific time, 12:30 p.m. Eastern, 5:30 London time.
Show URL: http://www.smallplateradio.com/042/
Please join us. Many thanks in advance to Small Plate Radio for making it possible.
– Noel Franus
Things we like today.
No deep thinking on sonic branding and audio identity today, just a rundown of a few simple things worth sharing.
Music. The fROOTS magazine monthly music podcast is always an ear-opener, but the January 2009 is exceptionally good. Think Rene Lacaille, Luminescent Orchestrii and XTC. Then give it a listen.
Secrets. Sonic ID’s own Martyn Ware recently cooked up a batch of for Fanta and Ogilvy London. That’s right: teens only, no adults allowed for the Fanta Stealth Sound System. If you’re in your 20s or older, you simply can’t hear these higher-frequency ringtones. (For more on the hearing loss that begins in your 20s, take this test with your kids to see what you they can hear and you can’t.)
Money. We’ve been using Xpenser the last few weeks and are tickled pink over this (primarily for us) voice-to-text expense-tracking app. Email, Text or call your expenses into Xpenser’s system in a few simple seconds, and they’re added to an editable online spreadsheet, available for download into Excel. For me, expenses are now as easy as making a call, and saying “Dining. $25.34. Dinner with Bill Gates.” Done.
And that is all.
– Noel Franus
The 5-step primer for fixing brand dissonance
Image by onkel_wart
New year, new traction. Budgets may have tanked in the last year, but that doesn’t mean we should be standing still, ignoring the fine-tuning and maintenance that’s required to maintain strong brands.
I’ve talked with a number of companies that feel stuck—stuck to do anything other than maintain status quo in all aspects of the business. And that’s simply not necessary. It doesn’t cost much to spot a problem and understand how to fix it.
At Sonic ID we focus exclusively on the intersection of brands and sound. So I’ve compiled a quick list of five simple, decidedly easy options for improving the performance of your brand by exploring your costs and returns on music and sound, and how to boost the value of those investments in your brand. Comments/additional ideas welcome.
1. Embrace the bottom line.
Times are tight, and budgets are, too. Every last dollar in your CMO’s control is under the microscope: brand positioning, brand programs, traditional advertising, online media, guerilla marketing and so on. With most companies, however, there’s an elephant in the room regarding the dollars spent on music and sound across those touchpoints. People are hearing your brand on television, on the phone, on the web and at events, and what they’re hearing directly affects their perceptions about your company. What’s the cost of reaching those ears? If you don’t know, you should. Ask your peers, internal departments and agency partners. The sooner you can define that bottom line, the sooner you can make informed decisions about future spending.
2. Assess performance.
Once you’ve quantified your budgets, you can measure effectiveness. As with all brand-level funds, these should be performing as investments—not throwaway costs. Think NBC, Intel or Nokia; does the sound of your company articulate your core values and attributes, or are you just making a lot of dispensable noise? Music and sound affects what we think, say, feel, do…and buy. It should benefit your brand. Now’s a good time to listen to the brand across your mediascape to see what it says about your company.
3. Take a snapshot.
Assessing brand perceptions through the lens of music and sound can take time, especially if it’s a competitive review. But for powerful easy-bake results, a ‘sonic snapshot’ of your company can be conducted from your desktop. Using the web it’s relatively easy to find commercials, events, webcasts, podcasts, demos and other sonic evidence of your brand in the wild. What to look for: does your brand sound consistent, or chaotic? Unique or generic? Flexible or staid? Collect, compile and assess.
4. Harness the power of quick wins.
A revision to your company’s visual identity can affect hundreds of touchpoints and cost millions. Sonic identities are no different—the process of seeding, growing and strengthening perceptions takes work. There are, however, some simple fixes you can put to work right away: the music and sound deployed in your call center, online media and networked technology (computers, iPhones, mobiles, ringtones) are relatively inexpensive and easy to update, versus the extensive effort required to spread the sound of your brand across your next few tv campaigns. Identify your low-hanging fruit opportunities and move on them.
5. Don’t wait to plan for the future.
Now’s the time to think long term; what does your brand sound like, where should this live, and how should it evolve for maximum brand value? Yes, the economy sucks, but nothing lasts forever. Someday those budgets will free up, and when they do, you’ll be the one who approached the Powers That Be in your organization and said: “I’ve spotted a problem—we’ve been spending $x per year across the enterprise on this with dubious results. I can solve the problem and improve the performance of our investments. Here’s how.” When budgets open up, it’s better to be prepared than not.
– Noel Franus
Play Our Sonic Snowflakes
Though the weather outside is frightful, our sonic snowflakes are delightful!
Happy holidays from Sonic ID…
Sonic ID / Sonic Snowflakes
– Noel Franus
No commentsUPDATE – Make-up cocktails cancelled
12/22 Update: The nasty weather continues, so unfortunately we’re going to have to cancel. If you’re reading this, we’re due for a drink soon. Let’s do so early in the new year. Season’s greetings — Noel
Photo by Jason McHuff
Portland locals:
This week’s weather has messed up so many plans that I feel ripped off. So I’m declaring next Tuesday a make-up day on the cocktail calendar.
Join me for a pre-holiday happy hour: 5 p.m., next Tuesday Dec. 23. We’ll be 30 stories up at the Portland City Grill (US Bank Tower).
If you’re around, it would be great to see you.
And if not, happy holidays!
– Noel Franus
New article in Brand Strategy mag: brands, music and authenticity
I’ve written an article that appears in the December 08/January 09 edition of UK-based Brand Strategy magazine.
The takeaway: music is a horrible liar. Brands that sound generically alike and eager to please fail to convey a sense of authenticity and trust. The funds that brands and their agencies put towards music and sound should provide stronger returns.
Feel free to download the piece — feedback welcome.
– Noel Franus
1 comment
