I laugh at my new washing machine. There, I said it.
Instead of an obnoxious horn which sounded like it was coming from the old Boston Garden, our end-of-load cycle now plays a very “cute” tune. It was so impactful, my sister-in-law (who enjoys doing wash!?) came right over just to hear it.
“I’m getting this one next!” she exclaimed.
Looking up the jingle on YouTube provided the proof; posters and subsequent comments recommend the brand based solely on how wonderful it made them feel after doing a load of wash. Imagine being able to sell a washing machine on 2 bars of 1980’s-style keyboard pings.
There lies the power of sound in brand marketing. An article from the American Institute of Graphic Arts reveals,
“…actionable audio branding, which makes the most of psychoacoustics—linking sound to the brain—to affect our emotions and change our behaviors. Well-designed, behavior-based audio branding is a critical part of the experience that we have with everyday products and environments—from computers to cell phones, from ATMs to busy public spaces. If not carefully orchestrated, then unfettered sound becomes irrelevant clutter in the mind of consumers.”
“Although actionable audio branding is more challenging than promotional branding, the rewards can be substantial, as it can cover nearly all aspects of a customer’s experience with a company. If your goal is to improve brand perceptions where the rubber hits the road, then the returns are real and the work is measurable.”
Building Brand Value Through the Strategic Use of Sound
Article by Noel Franus April 26, 2007
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