Sound Branding

Musik und Emotion

Posted by admin on August 31, 2013
Music curiosities, News, Sound Branding / No Comments

Christoph DrösserWarum erzeugt Musik Gefühle? Einige Erklärungsversuche der Wissenschaft

Musik kann in uns hineinfahren wie ein Blitz. Sie kann zu Tränen rühren, zum ausgelassenen Tanzen verführen, uns an Orte und vergangene Zeiten zurückführen. Wie kann das sein? Sprache, die mit der Musik sehr verwandt ist, erreicht uns immer über das Bewusstsein. Doch Musik trifft uns ganz unmittelbar, ohne dass wir ihren Inhalt analysieren müssen. Wie macht Musik das, was sie macht?

Lesen Sie hier den sehr empfehlenswerten Artikel:
Der Gänsehaut-Effekt von Christoph Drösser

„Musik und Emotion“ ist das Titelthema im Ressort „Wissen“ von DIE ZEIT, Ausgabe #35 vom 26. August 2010

Weitere Artikel online unter http://www.zeit.de/2010/35/Musik-Gefuehle

GänsehautEffekt

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Sound Branding – becoming more acknowledged internationally

Posted by admin on April 23, 2012
News, Sound Branding / No Comments

CIPO

Registration of sound trade marks finally arrives also in Canada

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

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Book “ComMUSICation – From Pavlov’s Dog to Sound Branding”

Posted by admin on February 01, 2012
News, Sound Branding / 1 Comment


CommusicationOut Now: John Groves’ book “ComMUSICation – From Pavlov’s Dog to Sound Branding”

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).

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Sex, Drugs, Bach & Brahms
- Warum Musik glücklich macht

Posted by admin on May 27, 2011
News, Sound Branding / 1 Comment


Valorie Salimpoor Der Geist des Rock & Roll

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/

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Sound Branding – Audio Branding – Acoustic Branding?

Posted by admin on December 17, 2010
News, Sound Branding / 1 Comment

A comment by John Groves on the Babylonian confusion of the languages of an emerging discipline

The importance of communicating strategically with music and sound is becoming more and more apparent for branding and marketing specialists. These measures are designed to sharpen the brand image and to add the auditive dimension to a Corporate or Brand Identity. The basis for strategic sound communications can be found in the domain of branding – where it is crucial to consider such criteria as consistency, precision, uniformity and a systematic approach. But so far the industry ignore these important points when it comes to their own terminology.

Internationally, terms like Sound Branding, Audio Branding, Acoustic Branding, Sonic Branding and Music Branding circulate. Likewise one can hear Sound Logo, Audio Logo, Acoustic Logo, etc. So far every agency persists in using its own terminology – possibly in the hope that their term might prevail one day and become the industry standard. But which term should the sector agree upon? Which concept makes the most sense and is internationally most familiar?

Study results bring light into the darkness

The results of the Audio Branding Barometer, an international branch study conducted by the Audio Branding Academy in September 2010, sheds a little light on the matter. The question „what is the hearable equivalent to „Visual Branding“ was answered „Sound Branding“ by 46% of the respondents while 32% chose the terminology „Audio Branding“. All other terms fell far behind („Sonic Branding“ 10%, „Acoustic Branding“ and „Music Branding“ each only 6%).

For us at GROVES Sound Branding GmbH this is not surprisingly a very pleasing result as we have been promoting precisely this terminology for years. Based on internal studies we are convinced that „Sound“ is the most universal of all terms. It refers to the source, be it an instrument, a band („The sound of the Bee Gees“) or a brand.

The question now is if this result will prompt the industry to adopt a common terminology. As professional brand communicators we believe that we should do our utmost to provide precision and uniformity – instead of contributing to confusion. This is particularly important for a young, upcoming discipline which still has to assert itself in the market.

Audio Branding Diagram Terminology

 

*****

Participants of the Audio Branding Barometer 2010 were 32 Agencies from 13 countries. The study shows clearly that Germany, Great Britain and the USA are the global centers in this branch. Approximately half of the agencies participating in the study had started business during the last 10 years. Sound Branding is a comparably young branch.

The Audio Branding Barometer intends to valid and comparable market data for this industry every year.

Main findings of the study: 46% of the respondents use the terminology Sound Branding and Sound Logo.

The results of the Audio Branding Barometer 2010 can be downloaded here.

The Audio Branding Academy is the first independent institution for brand sound communication which combines a forum, think tank, expert network and education. It hosts an annual Congress and regularly organizes workshops on various sound communication related topics.

Aiming at promoting an intentional and responsible use of sound stimuli within brand communication. the Audio Branding Academy is a unique competence center for intersection points of brands, sound and environment.

For further information about the Academy visit www.audio-branding-academy.org

For further information on GROVES Sound Communications visit www.groves.de

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