Commusication - From Pavlov's Dog to Sound Branding (eBook, ePUB)
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Music can say so much. It can make us laugh or cry - it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice. By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context. John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars and Visa, documents th...
Music can say so much. It can make us laugh or cry - it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice. By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context. John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars and Visa, documents the birth of a new discipline - Sound Branding. He shares personal experiences and anecdotes of how music can be responsible for suicide, revolutions, and making people pay more for a glass of wine. He explains how sound and music can be used strategically to provide identification, differentiation and generally to steer perception. COMMUSICATION is a mix of cutting-edge scientific findings and one man's analytical - and sometimes humourous - views, ending in a walk-through of his structured system for developing and managing Brand Sound Identities. This book is a must-read for anyone involved in marketing, advertising, branding, music - in fact, for anyone who has ears!
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