ComMUSICation: From Pavlov's Dog to Sound Branding

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9781781190005: ComMUSICation: From Pavlov's Dog to Sound Branding

Music can say so much. It can make us laugh or cry - it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice. By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context. John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars and Visa, documents the birth of a new discipline - Sound Branding. He shares personal experiences and anecdotes of how music can be responsible for suicide, revolutions, and making people pay more for a glass of wine. He explains how sound and music can be used strategically to provide identification, differentiation and generally to steer perception. ComMUSICation is a mix of cutting-edge scientific findings and one man's analytical - and sometimes humourous - views, ending in a walk-through of his structured system for developing and managing Brand Sound Identities. This book is a must-read for anyone involved in marketing, advertising, branding, music - in fact, for anyone who has ears!

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About the Author:

John Groves is a composer, music producer and consultant on the use of sound and music in advertising and communications. In the early 1990s, he became one of the pioneers of Sound Branding, by developing a structured system for creating and implementing brand and corporate Sound Identities, which has provided the basis for what has become a market standard.

Review:

After reading just a few lines of a book, I will decide if I'm going to continue reading it or let it be. John's entertaining style of writing grabs you from page one and makes it easy not only for experts to immerse yourself into the psycholgy of music ... (Helmut Zerlett, composer and musician, bandleader, Harald Schmidt Show)

The book ComMUSICation successfully creates awareness for the power of sound in branding. John Groves takes the reader on an entertaining journey through sound and sound communication strategies. (Mathias Hevert, Managing Director Hevert-Arzneimittel)

ComMUSICation is a captivating book which endorses the significance and potential of music and sound in brand communications. By using convincing examples and case histories, Groves demonstrates how sound and music can be used to convey brand signals and anchor them deep in the minds of consumers. Furthermore he gives the reader an insight into his proven system for the development of Brand Sound Identities. A must-read for all marketing and brand managers. (Claus Fesel, Director of Corporate Communciations DATEV eG) --Testimonials to author

After a long and notable career at the forefront of sound branding, John Groves retains his evident passion for music's unique power to convey sophisticated information, born from a childhood delight in the sound of his favourite ice cream van. He builds on his professional expertise with pertinent research findings to put forward an authoritative case for brands to apply the utmost rigour in re-evaluating the way they use music and sound in their communications. Indeed, his text contains a convincing, all but definitive, methodology for developing and managing brand sound identities, one even the most hardened sceptic would struggle to dismiss. In so doing, Groves presents a much-needed, coherent antidote to the chronic blind-spot of the advertising industry: the subjective, knee-jerk decision-making about music that continues to plague and de-value its output whilst burdening hundreds of talented composers with a commissioning process so mercurial it reduces their average hourly income to little over minimum wage. Regrettably, the marketing, advertising and branding professionals most in need of these valuable insights are probably among those readers least willing to tolerate the author's use of dated references, his irrepressibly garrulous writing style and clumsy gender stereotyping that would not usually evade a good editor. When it comes to sound branding, however, Groves unquestionably knows his stuff and there is much here to absorb those with an interest in the subject. Sadly though, a promising opportunity has been missed to deliver what could have been a game-changing industry text. (Augusta Quiney) --The Works, British Academy for Songwriters, Composers and Authors

Having mentally taken the first step which was accepting the fact that our ears play just as big a role in brand building as our eyes do (as Nokia and T-Mobile are proving a million times every day), the case that John Groves makes for Sound Branding becomes a no-brainer. The book also makes it clear that we, the marketers, have to ask ourselves a potentially embarrassing question: how it is possible to have overlooked such a vital part of our responsibilities for such a long time? Groves nimbly invites the reader to convince himself of the significance of sound and music for marketing before he plausibly demonstrates what it takes to develop one s own Brand Sound Identity. Those of us who have ever tried to verbally describe taste or a colour will be pleasantly surprised how easily and playfully the author manages to plant sounds in the reader s head. ComMUSICation is not a Do-It-Yourself book. On the contrary, it shows the importance of working with an expert to develop a real holistic brand sound identity, as opposed to just the usual musical ending for the next cinema spot! What's more, it soon becomes clear that musicians are not automatically Sound Branding experts, just as artists aren t automatically good advertisers. Nevertheless ComMUSICation provides a number of good arguments that can be used when dealing with branding budgets or for when fighting with agency creatives about the last three seconds of the cinema commercial. All in all, John Groves book provides a good introduction to the subject of Sound Branding. However, before we can learn how to use sound properly, we must learn to listen firstly to ourselves and what we tell our clients. Whereas these days, most of us are quite fit in visual branding when it comes to the sound of a brand, we ve still got quite a way to go! (Heino Hilbig, CEO, Mayflower concepts / Former Head of Corporate Marketing, Olympus Europa Holding)

John Groves's new book ComMUSICation sets the benchmark in sound branding and has the potential of becoming the standard work. As I have had the pleasure of working together with John (on our sound branding project for EnBW,) reading the book was a good refresher for me. It not only covers all the basics of sound branding, but it provides everything one needs to know about the topic - just like a checklist. But most importantly - the book is not boring! You don´t find just pure theory but also interesting and funny anecdotes together with personal experiences and memories. This makes this highly informative book very easy to read, while being really amusing and entertaining. And last but not least: I personally can confirm, that John and his team are capable of transferring the written concepts into effective and inspiring sounds! (Oliver Schulz, Director of Marketing Communications, EnBW GmbH)

In today's tight budgets, music is often just an afterthought. John proves in his book that it makes good sense to put it a bit higher up on the list. (Konstantin Jacoby, founder Springer&Jacoby Advertising Agency) --Testimonials to author

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