Madonna - "I Guess I'll Die Another Day"

Building Brand Value Through the Strategic Use of Sound

Sound has an immediate, direct link to both the rational and emotional parts of our brain. The sound of a screaming baby will raise your hackles in no time. On the other hand, the sound of a gentle stream or windswept field is more of a feeling—one that’s calm and soothing, perhaps even therapeutic.

Building Brand Value Through the Strategic Use of Sound

Sonic Branding

"The Germans call these things ohrwurms or earworms - little bits of melody, little bits of sound that can worm their way into your ears and lodge themselves in your brain."

Sonic branding: An earworm to your pocket 







The most famous sonic brand of them all is Intel's "bongs" four notes which were composed in 1994 and have been heard more than a billion times since. The tune came to composer Walter Werzowa after a weekend of head-scratching.

BPS Research Digest: The homeless man and his audio cave

the clearest finding to emerge was the way that Brett used a portable radio to insulate himself from the outside world - what the researchers called an 'audio cave'. 'I've got a sound bubble around me,' Brett said, 'and I can wander through the streets without paying attention to what's going on around me.' At the same time, by consistently listening to his favourite station George FM, Brett was able to develop a sense of belonging with the station's other listeners. This provided Brett with a 'fleeting sense of companionship and "we-ness",' the researchers said.

BPS Research Digest: The homeless man and his audio cave