COMMUSICATION
The Contents
THE CHAPTERS
1 INTRODUCTION
A look at the reasons for writing the book and its purpose.
2 THE SENSES IN COMMUNICATIONS
THE SENSES
Anaylsing the relationship between the individual senses and the birth of Multisensory branding, Colours and art emotions, The sense of touch and smell, Sound says ‘quality’ and form. The Bouba / Kiki effect.
MUSICAL ASSOCIATIONS AND TRIGGERS
Sonic Mnemonics and subliminal communications
INTUITION
Not just guesswork but happy intuitive decision-making
NATURE AND NURTURE
Where in the brain? Music and health. Tone-deaf
MUSIC IN A SOCIAL AND POLITICAL CON TEXT
Social ceremony, Music and politics. The Stones vs The Who, Music and suicide.
3 MUSIC IN COMMUNICATIONS
THE STARTING POINT
DEFINING MUSIC MUSIC’S CAPABILITIES
Silence! melody, rhythm, texture, Major and minor keys, music and emotions
POINT OF CONTACT
Acoustics, Functional music, Soundscapes, Duets
4 MUSIC IN CORPORATE COMMUNICATIONS
MUSIC AS A VEHICLE
"McDonald’s ist Einfach Gut", Accentuation, Long- term memory
MAKING THE MUSIC
A word on quality, The composer vs the music-maker, Television commercials, Bacardi’s buried treasure
MADE-TO-MEASURE OR OFF-THE-PEG?
Hits, hits, hits! Borrowed recognition, Campaigns vs branding, There is nothing like made-to-measure
PLAGIARISM AND MUSIC-STEALING
"It must go on air next week", Finding the spirit, Don’t Let the Sun …, Anti-plagiarism steps
CHOOSING THE MUSIC
The music must fit, Generic music use, The worm must taste good to the fish, Recipient preference, The need for optimization, All a matter of taste?
5 FROM BRANDING TO SOUND BRANDING
BRANDING IN GENERAL
What is branding? The purpose of a brand, Defining the brand, The functions of a Brand personality, Branding is a process, Things ain’t what they used to be, Mass perception, Shareholder value and differentiation.
INTRODUCING SOUND BRANDING
Is Sound Branding new? A rose by any other name, The first steps, The tenor cows, Sound as a design element, A definition of Sound Branding, The general idea
SOUND BRANDING IN PRACTICE
The architect and the builder, Proof of concept, The brand’s voice, Branding trumps aesthetic, Strategic or systematic? Are the ding-dongs new? Marketers now understand
SOUND BRANDING AS A SYSTEM
An easy road map, Who decides what sound fits a brand? I know what you are thinking, Creating value, The initial hypothesis, The task Promoting a system, Born to irritate, The singing branding boss, Sound design and judgment criteria
6 THE GROVES SOUND BRANDING SYSTEM
OVER VIEW
THE KICK-OFF MEETING
THE BRAND AUDIT
"How does the brand sound?"
THE MARKET REVIEW
Competitive analysis, Further analysis
THE APPLICATION ANALYSIS
THE SOUND WORKSHOP
Stakeholder buy-in, Design and judgment parameters, An agenda for the Sound Workshop
THE CREATIVE BRIEFING
SOUND AND MUSIC PRODUCTION
MARKET RESEARCH
Eins Live
SOUND IMPLEMENTATION
THE BRAND SOUND GUIDELINES
SOUND TRACKING
THE PROCESS
WRAP-UP
7 THE BRAND SOUND ELEMENTS AND APPLICATIONS
THE ELEMENTS
THE SOUND LOGO
The Sound Logo in general, A Sound Logo is not a Sound Identity, The properties of a good Sound Logo, Concise, Distinct, Flexible, Memorable, Fit, Strengthening, The Key Sound Element
THE SOUND ICON
THE SOUND TATTOO
THE TELEPHONE-LOOP
THE BRAND OR CORPORATE VOICE
THE JINGLE
THE PRODUCT SOUND
8 THE FUTURE OF BRANDING
THE ROAD AHEAD
The silence of the brands, Orientation, Personal Sound Branding, A rosy future, It’s all about the metrics, At the time of writing.
9 SOUND
The voice-to-music balance
THE COMPANY / BRAND SONG
Branded and non-branded versions