In this 151st post of Outside In, we continue our observations and insights from Nudgestock 2023… Straight getting down to business…
4) Using Sonic Science to Shape Emotion and Perception – Steve Keller and Thom Noble
Don’t Play What’s There. Play What’s Not There – Miles Davis
Audio Alchemy: Sound Decisions with Science, Art, Magic
Science of Sound can be used for Effective Advertising: Organizations can get ingenious results when combining sound science and sound art to create something amazing. Check the impact of Sound on Brand Salience below:
The Foundation of Sound…
Can help shape the Emotion for a Brand, on a grid of Arousal States vs. Valence
The power of Sonic Tonics – Sonic seasonings can help shape Taste (Perception) of your Product
Illustration 1: Kelloggs Cheez-It Uses Hip-Hop to Age Cheese
Kellogg-owned Cheez-It came across a study saying hip-hop attributes like tempo and sonic frequency enhance the taste and smell of cheese. Cheez-It couldn't help but put its own spin on the findings with the release of new, limited-edition Cheez-It x Pandora Aged by Audio crackers
The study suggested that the tempo and sonic frequency of certain hip-hop songs could take the classic, absurdly satisfying flavor of your favorite crunchy snack made with 100% real cheese to the next level. Cheez-It enlisted the help of the music and sonic experts at Pandora to find hip-hop songs with similar attributes to those from the study and create the first-ever sonically-aged snack made with 100% real cheese – aged to music by iconic hip-hop artists. The limited-edition crackers combined the world's love of hip-hop, the brand's dedication to producing the world's best-tasting cheese snacks and Pandora's musical expertise to create a truly exclusive, one-of-a-kind snacking experience
Fans could also access the Aged by Audio mixtape, which was curated by the music and sonic experts at Pandora to have an effect on the flavor intensity of the cheese using the unique vibrations of hip-hop music while it aged for six and a half months in a secure location
Illustration 2: The future of Automotive Sonics – Mercedes Pre-Safe/Pink Noise
Mercedes-Benz is trying to cut down on hearing damage caused by the deafening crunch of a car crash, and it's doing so by blasting pink noise through the stereo when you're about to hit something, to trigger a fascinating physical response. The Mercedes-Benz team decided to protect against this by triggering a reflex in the body known as the acoustic reflex, or stapedius reflex – an involuntary muscle contraction in the middle ear that effectively dampens the vibrational energy that's transferred to the cochlea. When the stapedius muscle flexes, it pulls on the stirrup bone in the middle ear, weakening the connection between the eardrum and the inner ear, so that some proportion of the sound is reflected back out through the eardrum without reaching the inner ear. It takes about a tenth of a second to kick in, so it wouldn't normally protect you from a loud, sudden sound like the impact of a car crash
Read more at: https://www.mercedesbenzofnatick.com/new-features-mercedes-benz-comand-system.htm
5) Every Product Needs a Promise – Mimi Turner
Campaigns that have Promise-to-the-Customer (PTTC) at perform much better – across brand health, market share, and penetration and sales effects – than those that don't
If you want to stop your CFO from pulling budget for “brand” marketing it can help to talk about “brand promise”, this small reframe can help you keep more budget. It’s harder for a CFO to cut your “brand promise” budget than a general “brand” budget
From a LinkedIn Study of 2021 Campaigns without PTTC vs. 808 Campaigns with PTTC, it found out that: Brand Health improved for 56% PTTC Ones vs. 38% Non-PTTC Ones, Market Share improved for 27% PTTC Ones vs. 17% Non-PTTC Ones
The Hierarchy of Commercial Effects follow this structure:
Illustration 1: BT Beyond Limits
Illustration 2: Sixt Cars – Rent THE Car
Illustration 3: Snickers Satisfies
PTTC Brands Massively Outperform Non-PTTC Ones…
Continue reading Part-3 of My Notes on Nudgestock 2023 next week… Here on Outside In…
References and Sources
1) My Notes from Nudgestock 2023
2) Nudgestock Event:
https://nudgestock.com/
3) Kellogg’s Uses Hip-Hop to Age Cheese: https://www.prnewswire.com/news-releases/cheez-it-teams-up-with-pandora-to-create-first-ever-sonically-aged-cheese-snack-using-music-from-iconic-hip-hop-artists-301546401.html
4) Mercedes Pre-Safe/Pink Noise: https://www.mercedesbenzofnatick.com/new-features-mercedes-benz-comand-system.htm, https://newatlas.com/mercedes-benz-pre-safe-sound-pink-noise/46179/