10 November, 2007

Martin Lindstrom opened the field up for us all with his important and very readable book BRANDsense. Every month that goes by, my news and blog feeds are giving me more and more hits as the message spreads: brands exist in more dimensions than vision alone! We have five perfectly good senses, so why do many organisations still spend millions on how they look and nothing at all on how they sound?

Here are some recent fish my trawls have caught...

Business Week featured the rise of sound as a major consideration for business with an article on Ford upgrading its in-car warning tones here, backed up with a pleasant, if rather perfunctory, slide show on product sound here.

The subject or brand sound is cropping up in more and more blogs. Recent examples include Chief Home Officer, Ready To Spark and Personal Branding Summit. This mirrors the trend in business: more and more boards are talking about multi-sensory branding in general, and brand sound specifically.

The latest major sonic logo to launch is Mercedes: you can hear it at the end of this German ad. To me it sounds like something from The Exorcist, and I am very confused about its relationship with the traditional Mercedes brand values... other blogs like BurstLabs and Autoblog seem to agree. Maybe it's a grower...

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