BUSINESS MINDS: Building Corporate Trust in the Internet Era
Trust is more than a bonus; it is a tangible asset that must be created, sustained and built upon. Text by Chia Ming Chien.
(To read on, click: Corporate Trust)
ASIA! MAGAZINE: Branding at the Speed of Sound
Sonic branding will soon be coming to an appliance near you. Chia Ming Chien reports.
Without looking, you can tell a Harley Davidson has roared past. That macho throaty rumble is reason enough for many to own a Harley, despite what critics say about its mechanical performance. A friend cooed about his Renault: “Man, I love the way it feels.” I discovered how he felt had less to do with technical aspects than some intangible gestalt of sensory pleasure: “like, you know, the sound of the door closing, the purr of the engine …I can’t explain it… it’s little things like the click of the indicator… the car just makes me feel good.”
Little wonder – each sound was designed at Renault with the aid of psychologists, musicians and market researchers to evoke a particular emotion, an emotional ideal according to marketing criteria. Everything from the hum of the engine to the ‘swish’ of the windscreen wipers was simulated in a recording studio by an acoustician-musician and then handed over to engineers to be reproduced mechanically. Buying is an emotional thing, not only for woman.
To read on, click: Sonic Branding