* Sound designer Ben Burtt created the distinctive TIE fighter sound effect by combining an elephant call with a car driving on wet pavement. Get this right and you can access deep powerful aspects of your audience's hearts and minds. Who knows, it could even become an earworm that’s passed down through generations. How your brand sounds when spoken aloud and its related soundscape can give your organisation an added level of engagement and meaning. We experience the world through all our senses, sound being a particularly visceral one.
It could help alleviate people who are suffering from distressing thoughts… We could help people suffering from cognitive decline, so if they can’t remember the stages to make a cup of tea, if you teach them it as a song, then they could make their own cup of tea rather than relying on other people.” – Dr Williamson Goldsmiths, University of LondonĪs marketers, we to need to consider every angle when communicating our ideas. “Earworms seem to be the key to understanding how music gets so automatically connected in memory – we think we can use that. It’s even recently been discovered to help people with memory disabilities. This phenomenon has long been harnessed as a tool by the ever-resourceful marketer, because of how effective it is. I mean, we’ve all had an annoying earworm*** we can’t get rid of. The emotional resonance and memorability of the audio identity of brands has been analysed for a while now. Maybe don't scroll down though, the new makeup might give you nightmares.) And, although I can’t remember the last time I saw the leafy-clad Goliath on TV, his resounding chuckle is still part of our shared subconscious (it would appear from the Green Giant website that old chuckles is scheduled for a comeback. Only a few of us of a certain age knew the reference.
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