Sound -audio Branding authored by leveious rolando

Marketing campaigns often focus primarily on the sense of vision, whether they are purely visual elements like print ads and billboards, or even when they have associated sound, like television commercials or retail environments.But what the advent of 3-G Mobilise devices which many have greater convergent and divergent potential in nature changes the dynamics of what is marketing to the consumer and visa versa - but what about sound?

Most marketers don’t ignore the possibilities of sound when it’s an available option. They’ll use it productively for mood-setting music or a persuasive voice over. It’s possible, though, to go beyond the obvious. First, let’s take a look at the potential impact of sound in a retail environment:

In 1998, Adrian North, David Hargreaves and Jennifer McKendrick ran a test in a British wine shop to determine the role of background music in purchase decisions. For a number of days they piped in French and German music, alternating between the two. The results: on French-music days, the French wine outsold the German wine by a ratio of four to one. On German-music days, German wine outsold the French by a ratio of three to one.

The same team also discovered that customers are likely to tolerate long waiting times (both on the phone and in the real world), if and when the hold/background music is enjoyable and fits our expectations .

In the music -entertainment many rappers- Hip Hop artists have used sound- audio branding to push products successfully with out understanding truly what they were doing such as Artist/ Producer 50 cents whole niche is to hear dropping of a coin in video or commercials before you even see him visually all youth knows it 50 cents.. it sold records just sound of coins falling to the ground... the global Hip Hop world has radical change product placement just through sound branding with the context of videos and commericials.
A conversation on audio branding -- the intentional use of music, sound and voice to create a cognitive and emotional connection between people and organizations. I'm focused on more than one-off jingles, temporary anthems or the blip-bleep noises your gadgets make; this is about the totality of a brand's sound everywhere the brand lives. One of goals of 3-G-beyond m-commerce market will be a greater awareness of the role sound plays in our lives today. And my motivation is to ensure that sonic touch points are used to enhance the world we live in, rather than serve as a vehicle for sensory bombardment.

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.

If you stop to consider the thousands of sounds your audiences experience when connecting to your organization ( ring tones ,on-hold music, recorded voice messages, ambient music, street sounds, the acoustic qualities of the lobby or venue, the tone and tenor of your front-of-house or customer service staff, the sound of your entry or interior doors, the hushed or hectic social conversations, not to mention the sounds of the event, itself), there are likely thousands of little tweaks that could add up to a big difference, and a more compelling experience.

Forward thinking company called "Audio Brain: is at the forefront of this consumer sensory

ascetics practice of audio branding and identity -- ''the intentional use of music, sound and voice to create a connection between people and organizations and people to people. check out the link
http://www.audiobrain.com/