The Sonic Boom | Joel Beckerman

Summary of: The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy
By: Joel Beckerman


Immerse yourself in the world of sound and discover how it profoundly impacts our thoughts, emotions, and even spending habits with ‘The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy’ by Joel Beckerman. Explore the concept of boom moments, where sound triggers memories or emotions, and learn how businesses can harness the power of sonic branding to create compelling experiences for their customers. Find out why it’s essential to establish a strong sonic identity – a sound specifically associated with your brand or product – and understand the potential pitfalls of creating sonic trash, which can be off-putting and detrimental to your brand’s success.

The Power of Sound in Business

Sound shapes our emotions, influences our energy level, and touches our consciousness. The right sound heard at the right time can trigger a powerful emotion, which is called a boom moment. This is the reason Chili’s strategically plays the sizzle of meat on a hot iron plate, as it initiates a chain of sensory reactions that make customers hungry for fajitas. The science behind sound reveals that slower-tempo music in restaurants causes diners to feel relaxed and safe, leading them to linger over dinner. To incorporate the power of sound in your business, there’s more to it than just turning on the radio – read on to learn more.

Harnessing the Power of Sonic Branding

When it comes to captivating your audience, sound has the power to enhance your story. A sonic identity can be the driving force behind your brand, creating a memorable and meaningful impression on your customers. On the other hand, the wrong sound can become sonic trash, killing your brand’s image. To develop a compelling sonic brand, your sound should support the authentic experience you wish to create. By using a simple sound that reflects your brand, you can build a deep and emotional connection with your customers that they’ll remember long after interacting with you. Sounds that are seemingly insignificant, like the tinkling of an antique cash register or the echo of someone’s voice in an antique shop, can leave a lasting impression on your customers.

Sound: The Key to Successful Branding

Sound has the power to evoke emotions and can be used as a tool for successful branding. Univision and NBC are examples of how organizations have used sound to revamp their branding and connect with their audience.

Sound has the power to elicit emotions and create a connection between a brand and its audience. In the case of Univision, a sonic rebranding was the key to capturing its viewers. In 2010, the company was losing audience share to its competitors. Univision decided to revamp its anthem and contacted Man Made Music, an expert in sonic branding. Man Made Music created a new anthem in 2012, inspired by Mexican and Caribbean music, which turned out to be a celebration of family and life. The company premiered the anthem in December 2012, and in the next year, it recaptured its viewers, becoming the largest Hispanic and Latino audience worldwide.

In another instance of successful sonic rebranding, NBC modernized its theme music for its coverage of the 2012 Super Bowl. The new music, which fused rock guitars, hip-hop drums, electro beats, and dubstep, aimed to evoke the emotions associated with American football – tension, triumph, optimism, and energy. The 2012 Super Bowl became the most-watched television event in U.S. history, with 111.3 million viewers, surpassing the record set by the previous year’s Super Bowl.

Sound is a powerful tool for branding as it has the power to evoke emotions and create a connection between the brand and its audience. The case studies of Univision and NBC highlight the importance of sonic branding in driving business success. Keeping brand sound fresh and up-to-date can help companies to remain relevant and engage their audience effectively.

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