The registration of sound trade has been practiced in Germany since 1988. Thanks to a recent decision by CIPO (Canadian Intellectual Property Office), Canadian brands now have the right to register and thus protect their specific sound trade marks by law. This comes after a 20-year legal battle between CIPO and the Metro-Goldwyn-Mayer Studios, after the Federal Court of Canada over ruled CIPO’s refusal to approve sounds as trademark. This move may serve as creative precedent for the growing international Sound Branding scene.

Read the current article “Sounds that send a message” from “The Vancouver Sun” here.

http://www.vancouversun.com/sounds+that+send+message/6490368/story.html

Sounds That Send a Message_TheVancouverSun_April20_2012

This is what Amir Kassaei, Heino Hilbig and Nick Law think about the systematic use of sound and music in branding, advertising and communications:

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Amir Kassaei, DDB Worldwide Chief Creative Officer:

„It’s not about the right sound or the right piece of music. It’s about the strategic question “What should my brand sound like?“

„Music is one of the most important tools for adding emotion to a brand. It has something no other medium can offer. It can reach people’s hearts if you’re using it right.”

Read the entire interview with Amir Kassaei here:
http://blog.ivgroup.cc/2012/03/06/great-minds-on-music-an-interview-with-amir-kassaei/

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Heino Hilbig, CEO, Mayflower Concepts / Former Head of Corporate Marketing, Olympus Europa Holding

“Whereas these days, most of us are quite fit in visual branding – when it comes to the sound of a brand, we’ve still got quite a way to go! (…) We, the marketers, have to ask ourselves a potentially embarrassing question: how it is possible to have overlooked such a vital part of our responsibilities for such a long time?”

Read his comments on Sound Branding and the book „ComMUSICation“ (by John Groves) here:
http://www.commusication.tv/reviews2

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Nick Law, EVP, CCO of R/GA North America

„We know the advantage music has in the storytelling space, because nothing evokes emotion so viscerally as music.”

“I think music is actually a perfect language for multiple contexts.“

Read the entire interview with Nick Law here:
http://blog.ivgroup.cc/2012/04/04/great-minds-on-music-an-interview-with-nick-law-11/#more-727

In his keynote, John Groves introduced a debate about coercion in music, a system that has been developing in recent times, which sees film studios, broadcasters, or ad agencies, asking composer for a cut of their royalties for the privilege of getting work.

Watch John Groves’ keynote “Take it or leave it” and the panel here:

Creator`s Conf. Panel IV from Andreea Calbeaza on Vimeo.

http://creatorsconference.org/video-keynote-john-groves-and-panel-take-it-or-leave-it/

Oak Tree Press 2011

Music can say so much. It can make us laugh or cry – it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice.

By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context.

John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars, Visa, documents the birth of a new discipline: Sound Branding.

He shares personal experiences and anecdotes of how music can be responsible for suicide, revolutions, and making people pay more for a glass of wine. He explains how sound and music can be used strategically to provide identification, differentiation and generally to steer perception.

ComMUSICation is a mix of cutting-edge scientific findings and one man’s analytical – and sometimes humorous – views, ending in a walk-through of his structured system for developing and managing Brand Sound Identities.

This book is a a must-read for anyone involved in marketing, advertising, branding, music – in fact, for anyone who has ears!

Get your free excerpt of the book and further information on
http://www.commusication.tv/

The book is published by Oak Tree Press, Cork, Ireland. ISBN 978 1 78119 000 5 (Hardback) ISBN 978 1 78119 001 2 (ePub) ISBN 978 1 78119 002 9 (Kindle).

Zu dieser Bewegung gehören nicht nur die Musik, sondern auch der Sex und die Drogen. Doch was bleibt, wenn man auf letztere verzichtet und nur noch der Rock & Roll da ist? Die Antwort: Die gleiche süchtig machende und überwältigende Wirkung.

Die gesunde Droge

Eine aktuelle Studie aus Kanada beweist, dass faszinierende Kompositionen die gleiche Wirkung auf das menschliche Gehirn haben, wie die eben genannten Stimuli.

Valorie Salimpoor und ihr Forschungsteam vom Montreal Neurological Institute belegen, dass bei fesselnden Klängen Dopamin freigesetzt wird, ein Botenstoff, der uns u.a. Freude, Glück und Zuversicht stärker empfinden lässt. Die Untersuchung liefert nicht nur aus wissenschaftlicher Perspektive die Erklärung für die Wichtigkeit der Musik in der Gesellschaft, sondern bietet außerdem neue Einsichten in das menschliche Belohnungssystem. Die meisten Probanden der Studie, wählten klassische Melodien, da diese sie am meisten bewegten.

In einer früheren Analyse fanden die kanadischen Wissenschaftler heraus, dass Musik eine Welle von intensiven emotionalen Erregungen hervorrufen kann, die sich z.B. in Veränderungen von Herzfrequenz, Puls und Atmung zeigen. Zusätzlich berichteten die Testpersonen oft noch von Gänsehaut und Schauern, ausgelöst durch die Musik. Die neuesten Erkenntnisse offenbaren, dass während diesen Schauern das Blut in die Regionen des Gehirns fließt, in denen Dopamin freigesetzt wird. Gehirn-Scans lieferten die Gewissheit, dass tatsächlich Dopamin ausgeschüttet wird.

Das Ende vom Lied

Im Volksmund als Glückshormon geltend, ist der Botenstoff aber auch an der Entwicklung von Suchtverhalten und Psychosen beteiligt. Die Forscher kamen zu dem Schluss, dass auch Musik einen gewissen Suchtfaktor hat.

Bevor man sich nun das nächste Mal seinen Gelüsten hingibt, sollte man abwägen, ob Augenringe oder Kater es wirklich wert sind, oder ob lieber Bach und Brahms heute für den nötigen Kick sorgen sollten.

Ein sechs-minütiges Video zur Studie:

http://www.youtube.com/user/MontrealNeuro#p/a/f/0/wZMA65R26qU

Das Montreal Neurological Institute:

http://www.mni.mcgill.ca/