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Sound Marketing in the Age of Experience
Author(s) -
Elias Scott
Publication year - 1999
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1999.tb00244.x
Subject(s) - dimension (graph theory) , sound (geography) , product (mathematics) , set (abstract data type) , identity (music) , service (business) , process (computing) , marketing , aesthetics , computer science , business , advertising , sociology , acoustics , art , mathematics , pure mathematics , physics , geometry , operating system , programming language
BRANDING IS about building relationships with consumers. It is a multi‐layered strategy that uses “touchpoints” to design and reinforce a coherent and compelling set of product or service experiences and messages. Scott Elias convincingly argues that music should be one of these touchpoints. It reaches directly into a highly charged, emotional dimension of the brain and creates enduring memories. Elias explains how his Sound Identity TM system takes advantage of this process to generate powerful consumer bonds triggered by music.