that brands are made of meanings
that meanings are made of images, words, and sounds
that sounds are the poor relation of the lot
Several weeks ago, I met a woman named Audrey Arbeeny who runs a company called Audiobrain. She did a great job persuading me that sound is indeed the neglected opportunity in the marketing world, especially when it comes to meaning management.
We spend vast amounts of time and money constructing brands but only sometimes do we thing about what Audrey calls the "sonic" signature of the brand. There are exceptions and the Sony Play Station sound is a good one of these. Truly, it makes "live in your world, play in ours" work in ways it could not otherwise.
We are logo-centric, we are image-idolatrous, but sound, not so much. (How many bloggers use sound?) Weird. Anyone curious to see what difference sound can make may wish to go to Audrey’s website and look at the video clip she has there for the work she has done for HBO. Have a listen with your speakers on "mute" and listen again with the volume turned up. The HBO spot is here.
Happy Thanksgiving from Grant, Pam, Molly and the boys at the lab.