Dr.

Divya Singhal GIM 2019-20

SESSION 3 AND 4
Lyrics and Management

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DESIRED OUTCOME (DO)
 Understanding Earworm
 Sonic Branding

Dr. Divya Singhal GIM 2019-20

 4 Es of Sonic Branding

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ARE YOU IMAGINING MUSIC IN YOUR HEAD? RESEARCH
SUGGESTS THAT 'EARWORMS' ARE THAT EXPERIENCE OF
HAVING MUSIC STUCK IN YOUR HEAD

Dr. Divya Singhal GIM 2019-20

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 EARWORM
 Origin- German word ‘Ohrwurn’
 James Kellaris calls it Like a bad rash

Dr. Divya Singhal GIM 2019-20

 Portion of a song or other music that repeats compulsively
 Easy to remember hook
 Songs that burrow into your head and commence chewing
your brain

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EARWORM
 Involuntary Musical Imagery INMI (Liikkanen, 2008)
 Stuck song syndrome (Levition, 2006)

Dr. Divya Singhal GIM 2019-20

 Hard-to-shake melody
 Sticky music (Sacks, 2007)
 Cognitive itch (Kellaris, 2008)

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Kellaris produced statistics suggesting that songs with
lyrics may account for 73.7% of earworms, whereas

Dr. Divya Singhal GIM 2019-20

instrumental music may cause only 7.7%

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 Kelly Jakubowski, PhD, a former psychology teaching
fellow at Goldsmiths, University of London
Research between 2010 and 2013, she and her fellow
researchers asked 3,000 people about their most frequent
earworm, and compared those tunes’ melodic features to

Dr. Divya Singhal GIM 2019-20

other songs that were just as popular during the same
time period (based on U.K. music charts), but were not
named in the survey.
They found that the songs commonly cited as earworms
were more likely to have fast tempos and, overall, fairly
generic melodic contours. An example of a common
contour pattern can be heard in Twinkle Twinkle Little
Star, where the first phrase rises in pitch and the second
falls. 8
EARWORM FORMULA
 Key-
 Musical Simplicity (such as that found in children’s songs)

Dr. Divya Singhal GIM 2019-20

 Repetition (might be a phrase, motif or a sequence)
 Circular Structure (Verse/Chorus/verse Chorus)
 Irritating catchy tune
 Easy to remember ‘hook’
 Incongruity ( an unexpected rhythmic variation)

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 Music Exposure
- Recent Exposure
- Repeated Exposure (Duck Tales)

* Stress- Emotions

Dr. Divya Singhal GIM 2019-20

* Low attention states
- Dreams
- Mind Wandering

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RESEARCH SAYS
 Musicians are more likely to suffer from earworms than
non-musicians

Dr. Divya Singhal GIM 2019-20

 Obsessive Compulsive disorder (OCD) patients are
more likely to report

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 In a world of hundreds of competing voices, art and
music have become a powerful way to bring a brand

Dr. Divya Singhal GIM 2019-20

back into the spotlight.

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 A growing number of brands that
started out with no connection to

Dr. Divya Singhal GIM 2019-20

music are rushing in, using
tunefulness to build their brands in a
still-proliferating variety of ways.

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SONIC BRANDING
 Also known as
 Audio Branding

Dr. Divya Singhal GIM 2019-20

 Sound Branding
 Music Branding
 Aural Branding

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 Trend-1
Music Has
become the
soundtrack of
our life

Dr. Divya Singhal GIM 2019-20

Trend- 4 Trend-2
Music Emotions are
Marketing becoming more
today is Branding important in
conversation marketing

Trend-3
Brands are
becoming
experiences 15
THE FOUR E’S

Emotions

Dr. Divya Singhal GIM 2019-20

Music
Exclusivity Engagement
Branding

Experiences

Source: Lusensky (2010) Sounds Like Branding

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Music creates emotional ties
 Music is emotion put in communication and the Profound
effect.
Music creates experiences
 Music is a front-and-centre component of the in-store
experience.

Dr. Divya Singhal GIM 2019-20

Music as a way to engage customers
 Great ice-breaker
 Personal
 Sonic interface
Music makes brands (and people) feel special -exclusive
 A study by Dr. Adrain at Heriot –Watt University shows that
companies who have a defined music branding strategy are
96% more likely to be remembered than businesses without
music – or with music that seems incongruent with their
brand, 17
SOGO
 The most basic form of sonic branding is the sonic logo, a
“sogo”
 It is a thin slice of non-verbal brand information. Sogo is a

Dr. Divya Singhal GIM 2019-20

short mnemonic and not the message itself. A SOGO is a
certain sound or melody “clip” which is connected to the
company logo in order to enhance the recognition by the
recipients.
 ƒA sound logo works as an effective identity creating
signature

 Sogos are short melodies not lasting more than six seconds.
 A sogo may be easier to remember because it comprises
‘chunks’ of similar tones.
 Distinctive melody mostly positioned at the beginning or
ending of a commercial. 18
PRIMARY GOALS FOR A SOUND LOGO:

 ƒReinforce the company’s audio identity

 ƒCreate quick/immediate recognition by the recipient

Dr. Divya Singhal GIM 2019-20

ƒ Make “music building blocks” that can be used widely
and flexibly in the marketing.

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 For decades, brands have been paying close attention to
how they look; creating visual identities which speak to

Dr. Divya Singhal GIM 2019-20

their target market and help them stand out in a crowd.

But surprisingly, sound, one of life's most powerful

means of communicating, is still considered an after
thought rather than an integral part of a brand's
communication strategy.

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 When sound is used to communicate information or
emotion, our understanding of it is pretty much universal.
The sounds of alarms or sirens, or music that evokes sadness,
all share common, recognisable qualities across many
cultures. This universal understanding of sounds and their
meanings is what we call the 'collective consciousness', or the
'vocabulary of sound'.

Dr. Divya Singhal GIM 2019-20

 By playing with this collective vocabulary, audio becomes an
extremely effective form of communication.

 We can use familiar sounds and musical forms to convey

ideas, confident of the listener being able to decipher their
meaning instinctively, and we are able to create new sounds
that resonate so perfectly with the listeners understanding of
the sonic environment that they instantly make sense.

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 AUDIO BRANDING
 “Sonic brands are sound identities that penetrate the
emotional and logical mind. A hybrid of voice, sound design
and original music, the sonic brand works by harnessing
music’s power to trigger an emotional response.” (K. Barnet)
 Sensory branding- most important aspect- SOUND (voice,
ambience and music- Jackson)

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Dr. Divya Singhal GIM 2019-20

 Dr. Divya Singhal GIM 2019-20
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NOW
THEN
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 The key to a successful sonic identity is a cohesive
cross-platform sonic strategy - what you hear in one

Dr. Divya Singhal GIM 2019-20

place is echoed in another. A full sonic identity should
determine the way a brand sounds through every
customer touchpoint.

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 Sonic branding is about building a relationship between
the product and its target market through the latter's

Dr. Divya Singhal GIM 2019-20

ears, fulfilling the role of national anthem plays to a
country or a hymn plays to a religion.
Daniel Jackson, MD , Cutting Edge Commercial

 Sonic brands- sound identities

 SONIC INTERFACE WITH CONSUMERS

 Sonic Branding by MassiveMusic_(360p).flv 27
 Sonic branding is the strategic use of sound to create
authentic auditory identity for the brand. It leans on

Dr. Divya Singhal GIM 2019-20

processing fluency theory leveraging sound as
information in and of itself.
Jacoby and Dallas in 1981 argued that items from past
experience are processed more fluently.

 On the other hand; conventional applications of sound

in branding are tactical and lean on classical
conditioning theory by repetitive pairing of sound and
brand to create desired associations.
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With the right sound and music brand will:
 stand out from the crowd,

Dr. Divya Singhal GIM 2019-20

 be remembered,

 trigger the right emotions,

 sound coherent.

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AUDIO DNA- WHY?
 Increased brand recognition across a variety of platforms,
since people will hear things where they are not necessarily
looking. One does not have to listen to hear, whereas one
does need to be looking in order to see.
 Sound is a great medium of expression. It travels across
cultures and languages, and touches an emotional chord. In a
distributed multimedia world, sound can help unify the
brand across all the different touch points.
 The key to a successful sonic identity is a cohesive cross-
platform sonic strategy - what you hear in one place is
echoed in another. A full sonic identity should determine the
way a brand sounds through every customer touchpoint.

Dr. Divya Singhal GIM 2019-20 31

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AMBIENCE:

 Ambient sounds include a wide variety of sounds such

Dr. Divya Singhal GIM 2019-20

as the sound of machines, the weather, animals but also
background noises in a shopping mall. Generally,
ambience can be divided into ambient styles (sounds of
a background context) and sound effects (events such as
a sound of thunder). Ambient sounds can be used to
emphasize the characteristics of a brand. The sound of
water can for instance highlight a fresh identity of a
brand.

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Music can communicate a brand identity through several elements, of
which Jackson discusses four:
 • Melody: A series of musical notes that make up a tune. It requires
low involvement from the listener in order for it to become
recognisable and memorable, and is seen as the heart of the music.

Dr. Divya Singhal GIM 2019-20

 • Harmony: Notes that are used to complement the melody. Even
though audio branding is not intended for advanced musical
structures, the harmony can reinforce the message being conveyed.
 • Key signature: The key in which the music is written describes the
related notes that should be used. Generally these can be divided
into major and minor keys: major keys portray a comforting sound
whilst minor keys tend to sound interesting.
 • Time signature: This defines the rhythmic feeling and it includes
musical instruments which should be used.
 By altering the four elements, a brand can accurately convey its
brand identity through music.
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VOICE
The voice is an effective way to convey human
expressions. Singing in particular is a powerful tool to

Dr. Divya Singhal GIM 2019-20

communicate effective messages, as it is memorable and is
a communication tool that can convey both strong
emotional as well as rational messages.
Clarity
Pitch
Pace
Energy

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 Dr. Divya Singhal GIM 2019-20
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THE BRAND IDENTITY PRISM
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 Exercise
 Brand Identity Prism and Audio Identity Tringle

Dr. Divya Singhal GIM 2019-20

Brand GIM
Brand India

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