Message extenders: Music

By February 12, 2018Tactics

Don’t act like you don’t know what I’m talking about.

Bryan Adams Heaven comes on the radio and in an instant you’re back in junior high, dancing with your crush. You can smell the unmistakable aroma of the school gym. You can feel the way the button-down shirt clings so tight you can’t breathe. And most extraordinarily, the way that you felt that night slams back into your body with the force of a wrecking ball.

Music is commanding like that. Because humans have the memory sense of sound.

So, use it.

The ‘go to’ branding points in creative are typically visual:

  • Brand logos
  • Theme logos
  • Colors
  • Scenic
  • Graphics

But the word on Sonic (or Sound) Branding is this: “Sound Branding leads to learning effects on consumer’s perception of a certain product. A melody is the most memorable sequence of sound, since, when a melody starts, the human brain automatically expects the ending. The most essential qualities…are uniqueness, memorability, and flexibility.” When you’re planning a meeting, and you want the messages, the energy, the call-for-action and the feeling of connection to last long after your people have returned to their offices, use music, use melody, use the memory sense of sound.

Use sound to create a fuller effect. In video, during walk-in and walk-out, in pre and post meeting tactics—infuse your meeting with sound. And engage your people on a different level. One that will stick with them after the applause.

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