Synopsis of Commusication: From Pavlov's Dog to Sound Branding

Sound Branding is both old and new. It is so old that the church has it and so new that it has to be explained to virtually every marketing or brand manager. While brands have spent considerable sums of money on visual branding, they have sorely neglected the way they sound, becoming the victims of unsystematic, unstructured and almost random use of sound and music. However, Sound Branding can increase the effectiveness and efficiency of brand communications, through a structured process of developing, implementing and managing the sound and music that a brand uses for its communications. Music and sound can say so much. We can hear how someone is feeling - just by the sound of their voice. In a film, we can tell that there is someone hiding behind the curtain - with just one chord. ComMUSICation explains how to use sound as a communications tool for steering perception. John Groves, a Sound Branding consultant with a long track record as a composer of memorable melodies, tells of the birth of this relatively young industry. He shares personal experiences and anecdotes and tells us how music can be responsible for suicide, revolutions, and people paying more for a glass of wine, how it can make us laugh and cry and remember our first kiss as though it was just yesterday.