07 May Sonic Branding
If your new year’s resolution is to read more books, consider Joel Beckerman’s book on how businesses and marketers use sound to shape our moods and opinions.
In “The Sonic Boom: How Sound Transforms The Way We Think, Feel, And Buy
Sonic Boom,” Beckerman, along with Tyler Gray, taps into his knowledge of as a composer for Disney, AT&T and Coca-Cola, and explains how the addition of sound/music can change a person’s experience.
“In my career, I’ve worked with so many smart, creative people not only in television, but in marketing and branding. What I started to think about more and more was how sound affects us every single moment of our lives,” Beckerman told the Wharton School. “Really, the soundtrack of our lives and … all those different moments of sound guide our moods and change our choices. It changes our mood in an instant.”
There is a good reason why Beckerman focuses on sound and it is not just because he is a musician. Of all the senses, we react the fastest to what we hear. To be exact, iit takes approximately .146 seconds for humans to react to a sounds while we process what we smell in .500 seconds. In short, if you want to create an immediate connection and represent yourself in a certain way, focus on sounds.
In the book and in his website, digs a little deepper and uses several examples of how sound alters our judgement and expereience from the sound of an Apple computer to the sizzling of the fajitas as Chili’s.
Although this book is geared more toward marketers and businesspeople, musicians can also benefit from reading this book. The music you make is not only beautiful, but influential and important.