Amplifying Brand Power: How Sound Captures Attention and Drives Lasting Impact
What is the impact of audio in our digital interactions and experiences?
Dr. Aaron Reid and Lauren McGuire explore this topic together. Reid and McGuire took to the stage on Tuesday, December 3rd at TMRE 2024 in Orlando, Florida. The highly anticipated 3-day event facilitated workshops, speaking sessions, and new connections among a wide range of industry professionals.
Reid and McGuire began their joint presentation by reviewing the landscape of social and streaming platforms. The two then facilitated participation from the audience, prompting attendees to identify widely recognized sonic logos such as T-Mobile and McDonald’s. This setup helped emphasize the significance of sound in branding.

Once this was established, the speakers introduced Sentient & Made Music Studio’s research into the subconscious emotional appeal of sounds, offering a brief overview of the Sonic Humanism Spectrum.

After highlighting examples of naturally occuring and designed sounds, Reid and McGuire moved into recent case studies. Using familiar examples like Cinnamon Toast Crunch and Rockstar Energy, the two demonstrated how sound can capture attention and drive lasting impressions for the brand.
The session concluded by offering delegates actionable best practices to improve their sonic strategy. Watch the full talk below.

Sentient Decision Science is a trusted and globally recognized leader in the measurement of emotion. Our insights products, developed using advanced behavioral measures and tech, answer recurrent business questions at every creative stage/customer touchpoint. To learn more, check out Our Solutions.

Made Music Studio, is a global sonic branding and design studio dedicated to serving all audiences by creating iconic and enduring music and sound. For more information on their work and services, visit: https://www.mademusicstudio.com/.

By: Mia Noble
Creative Services Specialist