Posted by Plish on April 16, 2013
Over at FUSE 2013 , Scott Power, Senior Brand Strategist for Kaiser Permanente, discussed sonic branding vis-à-vis KP’s work with Audiobrain.
Power pointed out how sound is being used as a way to reinforce, not only the Kaiser Permanente brand, but their services, thus helping people get healthier.
Sonic branding is hardly new, yet this powerful method is underused.
Many people think of a brand as represented by a visual trademark- a company saying: “This is us and what we represent.” However, with regards to audio branding companies say, “This is what we are offering, and this is what we want it to sound like, and how we want it to impact your senses.” But, it doesn’t need to stop there!
Walk into a McDonald’s. It has a certain smell. Order a burger. Nothing smells like a McDonald’s burger. Those smells are all part of the brand. What about the colors? The feel of the cups? The taste? The sounds that you hear when you wait in line? Leave McDonald’s and imagine what it would be like if every car company had its own distinctive ‘new car’ smell. What if each doctor’s office had its own smell that helped patients be more calm?
The brand is more than a logo, trademark or tagline. The brand is tied intimately to the experience of a product or service. It speaks through the languages of touch, sight, taste, sound and smell. It’s creates the greatest impact when, not only does it speak for the company and its offerings, but you and I actually understand the language and it resonates with what we expect the brand to be saying. There needs to be consistency, or paraphrasing Sartre: pink cake needs to taste pink!
The exciting part of this, is that Audio branding is only the beginning…
Posted in Brands, Co-Creation, Customer Focus, Design, Experience, Healthcare, innovation, Musical Creativity, Service Design, The Senses, Trends | Tagged: audio branding, Audiobrain, brand, brand experience, Customer Focus, Design, FUSE2013, innovation, innovative branding, Kaiser Permanente, multi-sensorial branding, Scott Power, sonic branding | 1 Comment »
Posted by Plish on April 4, 2012
Over at Revive Your Creativity I found the following manifesto, and was struck by its simplicity. Replace the words, ‘storytellers’, ‘story’, etc., with ‘designer’, or ‘innovator’ or ‘musician’, and it still applies. Great bits of wisdom. (An Audience does exist for what you do!)
The storytelling manifesto was inspired by two other brilliant compositions. The first is from Expert Enough. The other is from Holstee.
Soak it all in and live…
Posted in Authenticity, creativity, Design, innovation, Musical Creativity, Nature of Creativity, Stories, The Human Person, Writing | Tagged: Authenticity, creativity, Design, Expert Enough, Holstee, innovation, manifesto, Revive Your Creativity, storytelling | 1 Comment »
Posted by Plish on September 23, 2011
Playing is essential to learning. Children play constantly, and guess what? They learn constantly.
Adults could learn if they played, but unfortunately we think play is only for kids.
Enter the Theta Music Trainer.
While children could definitely learn from this, adults are the ones that could really sink their teeth, um, ears, into this.
Music connects with those parts of our brain - those artsy, non-linear areas – that help with creative thinking in general. Flex your musical brain ‘muscles’ and you flex your creative muscles.
The Theta Music Trainer site gets that creative workout going, and in a fun, and playful manner. Oh, and did I say, “Free?” Yup, it’s free. However, if you get addicted to the games, and want to learn more than the free levels offer, you have to subscribe. Regardless, there are plenty of free resources worth checking out. (As an aside, the business model for this site is intriguing, don’t you think?)
So, make some beautiful music tonight - Your creativity muscles will thank you!
Posted in Authenticity, children, creativity, Creativity Videos, games, Musical Creativity, Nature of Creativity, The Human Person | Tagged: creativity, creativity tools, games, innovative business model, mind, music, music theory, music training, Nature of Creativity | 1 Comment »
Posted by Plish on August 14, 2011
There is a growing consensus that when building a successful, thriving, innovative culture, it’s essential that people adopt the mentalities of entrepreneurs. While there are many different facets, Bob Baker over at The Buzz Factor has summarized them nicely in this great article (it’s worth reading to understand the nuances of what being INDIE means).
In summary, people should be:
I – Inspired
N – Nontraditional
D – Determined
I – Innovative
E – Empowered
Adopt these perspectives and foster them in those around you and, trust me, the sky will be the limit.
Posted in Authenticity, creativity, Entrepreneurship 2.0, innovation, Musical Creativity, Start-Ups, The Human Person, Workplace Creativity | Tagged: bob baker, creativity, entrepreneurial mindset, entrepreneurs, independent musicians, INDIE, innovation, innovative culture, intrapreneur, music, Workplace Creativity | Leave a Comment »
Posted by Plish on June 22, 2011
Tim Thompson has developed an amazing tool for making music….and more.
Using the Kinect system by Microsoft, Tim’s “Multi Multi Touch Touch” device (The Space Palette) is an awe-inspiring piece of work.
- Is fun
- Appears simple
- Makes one scream, “I WANT ONE!”
- Can be used alone but it’s better when used with others
- Makes one ponder what else it could be used for
Can you think of any other innovations that have these traits?
Posted in creativity, Design, Experience, innovation, Innovation Tools, invention, Musical Creativity, Research, User Interface | Tagged: creativity, Design, innovation, interface design, kinect, music, tim thompson, user experience, UX | Leave a Comment »
Posted by Plish on October 9, 2010
Technology is great, but sometimes, you hit a button and it sends something someplace you didn’t intend. This post is a perfect case in point. I intended this post to go only to this blog (where you can read what I wrote), but alas, it ended up here, at ZenStorming.
The concert was quite amazing in that what are usually heavily orchestrated arrangements were actually quite sparse. There was a level of dynamics present and layering that made the three piece band of guitar, bass and electric guitar, sound full, lush and inviting. When I saw Ms. Vega after the concert I said,
“Tonight the layers of dynamics were more engaging than the layers of instruments.” She smiled and thanked me and said, “We have to get more creative when we have less to work with.”
“It’s the constraints that make the creativity,” I answered.
Her face lit up, “That’s it!”
A lesson in innovation and creativity even from a technological mishap. Ain’t technology grand?
Posted in creativity, imagination, innovation, Interviews, Musical Creativity | Tagged: creativity, innovation, Musical Creativity, Suzanne Vega | Leave a Comment »