Cover image for The sonic boom : how sound transforms the way we think, feel, and buy
Title:
The sonic boom : how sound transforms the way we think, feel, and buy
Author:
Beckerman, Joel.
Personal Author:
Publication Information:
Boston : Houghton Mifflin Harcourt, 2014.
Physical Description:
xx, 188 pages ; 24 cm
Summary:
"A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade -- or annoy From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy. You don't need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how they're perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating "boom moments" -- transcendent instants when sound connects with a listener's emotional core. The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guests' experience; how Chili's restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustang's engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music, The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound"--
Language:
English
ISBN:
9780544191747
Format :
Book

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Summary

Summary

A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade -- or annoy

From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy.

You don't need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how they're perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating "boom moments" -- transcendent instants when sound connects with a listener's emotional core.

The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guests' experience; how Chili's restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustang's engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music , The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound.


Author Notes

JOEL BECKERMAN is the founder and lead composer of Man Made Music and has created unique sounds, scores, and sonic branding strategies for lifestyle brands, television networks, and global giants, such as Disney, Mercedes, and AT&T. TYLER GRAY is an editorial director for Fast Company Media and the author of The Hit Charade.


Reviews 3

Publisher's Weekly Review

In this informative book, sonic branding strategist Beckerman with Gray explore how businesses can use "the power of sound" to shape customers' moods and judgments. The book's strength lies in the specificity of its examples: the restaurant chain Chili's triggered Americans' hunger by amping up the sizzle of fajitas; Disney creates "fake quiet"-a soundscape of birds and forest sounds-to help people feel they are somewhere magical. Because sounds drive emotions, Beckerman encourages readers to be intentional (and, of course, using the buzz word of the day, "strategic") about their "sonic branding." Even small companies can make low-cost sonic decisions, like being thoughtful about what overhead music they play and considering the noise their shop's front door makes, that will potentially improve their bottom line. This book is directly aimed at corporations, fund-raisers, and party planners, but shoppers, donors, and partygoers should also read it to learn about how their decisions are being affected by the soundscapes in which they are immersed. (Oct.) (c) Copyright PWxyz, LLC. All rights reserved.


Library Journal Review

Composer Beckerman and Gray (The Hit Charade) give readers both a primer on how to better use their ears and a glimpse into how companies apply sound to entice customers and to create a more fulfilling experience of their products. The title of the book refers to what the authors call a "boom moment"-something that happens in our brains that causes certain sounds to evoke memories, feelings, and expectations. The text is full of examples of how marketers employ sound to produce these moments (the sizzle of Chili's fajitas, the reverberation of a Mac starting up), thereby distinguishing and enhancing their brand. The authors also detail the creative process behind matching sound and music to a product. Similar in style to Jonah Berger's Contagious: Why Things Catch On and Chip Heath and Dan Heath's Made To Stick: Why Some Ideas Survive and Others Die, the authors use a combination of real-world examples and explanations of the science behind them to underscore the influential power of sound. VERDICT A fast and provocative read that will appeal to a wide, general audience, especially those interested in the psychology of marketing.-Sara Holder, McGill Univ. Libs., Montreal (c) Copyright 2014. Library Journals LLC, a wholly owned subsidiary of Media Source, Inc. No redistribution permitted.


Choice Review

In this insightful book, Beckerman, an award-winning composer and sound branding strategist, helps readers appreciate how marketers harness the power of sound to merchandise products. Using real examples from the business world, the author explains how Chili's restaurants use lessons from evolutionary psychology to sell their sizzling fajitas, creating sound logos at the right moment to forge bonds between buyers and their brand. Other examples include the jingles tinkling from the ice-cream truck that tip off listeners that something exciting is coming. The ambient music in Starbuck's changes people's mood, argues the author. However, soundscapes also affect personal choices that enrich people's lives; one need only think of those favorite songs played at weddings. Beckerman discusses how sonic strategies involve creating "boom moments" to recall rich experiences and stories that connect with listeners' emotional cores, and he uses the example of the two, ominous, repeating bass notes from the Jaws movie theme to illustrate his point. Throughout his discussion, numerous familiar examples help readers appreciate how susceptible they are to the mysterious and manipulative power of sound. Although the book is aimed directly at marketing types, consumers can benefit by learning a powerful new vocabulary for how soundscapes affect daily decision making. Summing Up: Highly recommended. Lower-division undergraduates and above; general readers. --Jerry Paul Miller, Simmons College, Boston


Table of Contents

Introductionp. ix
1 Night-Vision Goggles for Your Earsp. 1
2 The Boom Momentp. 19
3 Sonic Landscapesp. 39
4 The Principles of Sonic Brandingp. 57
5 Rethinking Possibilitiesp. 85
6 Amplifying Messagesp. 103
7 Scoring the Experiencep. 121
8 Creating Boom Moments Every Dayp. 139
9 Hearing Around Cornersp. 157
Acknowledgmentsp. 169
Notesp. 173
Indexp. 181