Float like a butterfly, sting like a bee

Cultural icon, love, soul, belonging, music, visual, sounds, experience, dance, energy, words, calligraphy. And, yes, Louis Vuitton.

The word, spoken, tactile or written is a wave of intention and a drop of energy. At least that’s the philosophy which stands behind ancient calligraphy, a few of the world’s main religions, NLP and basic advertising.

Guillaume Huret speaks about sensorial branding ( Louis Vuitton in particular, as he worked on their Champs Elysee flag ship ).

It goes down to psychology, sociology, cognitive, artistic, design, semiology, marketing, strategic, architecture, leading straight to building a Sound Strategy.
The basic idea crossing all those fields is to associate a sound, a statement with a brand – so powerful in our minds that it sets nesting on, branching out with other things from our lifes, like memories, experiences, feelings. I can’t be easily moved, as it soon creates its own neighborhood around.

“There are only 3 means of expression in brand communication: image, text and sound. Apart from in advertisements, 80% of brands avoid using sound as a tool, even when there have never been so many types of media available for sound communication.

How can you meet the new demands of consumers, and at the same time differentiate yourself in an environment that is increasingly inundated with signs? Of all the various possibilities for identification, association and differentiation, sound is often used too little, if it is used at all.

[…]  

If I serve you a dish with classical music in the background or the same dish with reggae music in the background, your general feelings about the dish might change, even though it is exactly the same dish! Sound is not more important or has more impact than the other senses, its impact is just different 

[…]

Physical properties:

  • It represents the emotional language par excellence
  • It is a universal language
  • It is a timeless language
  • It is a language that crosses the generation gap
  • It is a language that speaks to both the reason and the spirit
  • It affects many senses (emotion, physic), not just hearing

Psychological properties:

  • Power of association (with a brand)
  • Power to evoke (a memory or experience)
  • Power to identify (express who I am)
  • Power to segment (e.g. according to age)
  • Power to unite ((ex/ national anthem) “

People are usually reluctant, because sounds impliy an uncontrolled experience: movement, rhythm on and off out of their reach, starting suddenly, not demanded, not asked, a disturbance of their natural flow. Too often sounds are understood as an emotional spam, rather than a facilitator.
You see, sound is not a lonely creature, it’s always the +1. We commonly perceive it visually – when watching tv, a movie, a video, looking at the person in front of us when she’s speaking – or tactile when touching the control buttons of the player. We rarely perceive sound by itself, in it’s pure form, stripped of our other senses.
Even with our eyes closed, we imagine things and feel away in the dark, being almost afraid to be alone with…sounds, with spoken words, with the intentions and energy of a word said aloud.

Float like a butterfly, sting like a bee, cause nothing is greater than sound strategy 🙂

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