ZenStorming

Where Science Meets Muse

Posts Tagged ‘sonic branding’

Sound, Remembering, and Sleeping – An Innovative way to Design Memorable Experiences

Posted by Plish on April 22, 2013

The idea of learning while we sleep has been around for almost a hundred years.  It turns out that getting information while we sleep doesn’t appear to be a terribly successful way of learning. But all is not lost.

If we learn something and sleep on it, we do in fact process information and thus can retain and categorize information more effectively.

Now, researchers have determined that if a sound is experienced along with something that we want to remember, hearing that sound again helped recall the original experience.  In addition, if that sound is heard while we sleep, it seems to cement the memory of the experience even more than simply re-hearing the sound in a waking state.

In other words, if you see a picture of a cow, and you hear a ticking clock, just hearing that ticking clock the next day will probably help you remember the cow.  However, it you hear that same ticking clock sound while you’re sleeping, your ability to remember the picture of the cow will be improved greatly when you hear the ticking.

So,  it appears that sonic branding, like I  discussed last week, can even have a more powerful impact if those sounds can be heard while people sleep.  This could create a powerful way to remember experiences if say, audio brands were interspersed in relaxing music that played while we slept.

It could also be used to design classroom experiences. Key points in a lecture could have musical notes or sounds as an accompaniment.  Those sounds could be given to students in MP3 form so they can listen to those sounds when they study and sleep.  They could replay those sounds later to help with recall.

I could see it used as well for training purposes.  People do a certain task to certain musical tones.  When they’re first learning, they can listen to those tones as they sleep.

What if operating rooms had musical sequences to help nurses, techs and surgeons remember pre-operative prepping procedures?

How could you see this research being used?

Posted in Brain Stimulation Tools, Brands, cognitive studies, Customer Focus, Design, Experience, innovation, Research, The Senses | Tagged: , , , , , , , , , , , , | Leave a Comment »

Sonic and Multi-Sensorial Branding

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: , , , , , , , , , , , , | 1 Comment »

 
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