{"id":14026,"date":"2020-06-03T00:00:00","date_gmt":"2020-06-03T00:00:00","guid":{"rendered":"https:\/\/cms.alj3.clients.lemonhq.io\/perspectives\/listening-to-the-rhythm-of-our-brand-4\/"},"modified":"2026-04-24T12:43:26","modified_gmt":"2026-04-24T12:43:26","slug":"listening-to-the-rhythm-of-our-brand-4","status":"publish","type":"perspectives","link":"https:\/\/cms.alj3.clients.lemonhq.io\/fr\/perspectives\/listening-to-the-rhythm-of-our-brand-4\/","title":{"rendered":"\u00c0 l’\u00e9coute du rythme de notre marque…"},"content":{"rendered":"

Sonic branding is not, by any means, new. You even have your own: the soundtrack of your life, music from your teenage or college years that evokes an emotional response – whether pleasurable or painful – even decades later.<\/strong><\/p>\n

Combining aural and visual sensations is a powerful way to reinforce learning and create memories that are easily recalled, deep from inside your subconscious – transcending shapes, colors and other visual cues. And that’s why big brands use it, and the best, use it very well. In in our latest Perspectives article, we look at the composition process of Abdul Latif Jameel’s first unique brand sound-bed, and how it speaks to both our heritage and our future.<\/strong><\/p>\n

With five senses, why rely just on sight? There are so many other ways to engage – many people often prefer to listen to one thing and do something else.<\/p>\n

Advertising jingles, on radio, or TV; or the last tune on your radio that you listened to on the way to work, somewhat annoyingly, can get stuck in your head for hours, days or even weeks. Don’t believe me? OK, what if I said\u00a0‘<\/em>Intel Inside<\/em>‘ – “<\/em>da-Da-da-DA”, just four chords, or even ‘Ba da-da-dah daah\u2026\u00a0<\/em>I\u2019m lovi<\/em>ng it!’<\/em>\u00a0You cannot un-think of these now, right?<\/p>\n

The marketing benefit of sonic branding is rather self-evident: exploiting our psychological and even physiological relationship with sound, and in particular, music, to make a brand, or a branded experience both more memorable and recall-able.<\/p>\n

We are bombarded with thousands of visual and word\/text-based branding messages everyday, to stand out in this avalanche need to tap into something deeper. To make that sought after emotional connection.<\/p>\n

A recent Harvard Business Review article suggested that:\u00a0\u201cthe strategic use of sound can play an important role in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.\u201d<\/em>\u00a0Like a hit song, sonic branding can influence consumers in ways that marketeers want.<\/p>\n

Big consumer brands spending big money is all too familiar, but it is a little more unusual when less well known, for example B2B brands, articulate their brand values in music. Particularly, a global brand that has grown out of the Middle East.<\/p>\n

\"ALJ<\/p>\n

Abdul Latif Jamee<\/a>l celebrates it’s 75th anniversary<\/a> in 2020. Born in an era of world change, of post-war optimism and opportunity, this celebration, at the start of a new decade three quarters of a century later, once again comes in a world of swirling transformation. Today, a global investor and diversified operations business with a presence in around 30 countries and over 40 nationalities the organization needed to come up with a branded music sound bed – and audio signature – that not only matched the brand’s aspirations, but respected its three-quarters-of-a-century heritage and one that would be acceptable, internationally, across cultures whilst looking beyond today’s horizon to a brighter future.<\/p>\n

It’s about telling our brand’s\u00a0story<\/em>: and this comes from considering the emotion it evokes in the heart of the listener – tempo: slow or fast; instruments: contemporary or classical. With auditory neural pathways being somewhat less complicated than visual, people tend to react orders of magnitude faster, this effect has been shown to even shape or change your behavior prompted by the release of hormones – considering the science, is worth the time.<\/p>\n

We think we\u2019ve done it! This is the ‘original theme’ master track:<\/p>\n