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The future of audio is to harness the power of sound.
Steve Keller: “How can we use sound as a positive intervention. How it can have a positive impact around us. For example using sound in healthcare”.
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Sound Science, the cross modalism case study of Propel.
Steve Keller: “Our reflexes respond to sound much faster than sight that means sound can kind of get into our brain and set the stage for our other senses and that’s what cross-modalism is all about”.
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It’s time to start measuring the impact of your audio assets, or how many more misfits can you afford?
Steve Keller: “You can pre-test. Let’s say a spot that you’re going to run on the radio, you can do a pre-test because there are companies out there that now are specializing in this”.
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The challenges with developing a valuable sound strategy.
Steve Keller: “We all know what we don’t like and that’s a problem because we’re so used to making decisions about music and sound from our gut even though in reality that’s not what’s happening”.
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What are your KPI’s for audio Branding?
Steve Keller: “I think language is one aspect, but I really think the real issue is what I call a value perception gap”.
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How the power of sound shapes consumer perception and influences consumer behavior.
Steve Keller: “It is a really pleasurable experience, and it’s very addictive. Music is an extremely powerful dopamine trigger. It’s one of the reasons why we have particular songs we like to listen to over and over and over again”.
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An audio logo is to your ear like a visual logo is to your eye.
Steve Keller: “Same thing with an audio logo as it is usually based on sound design. It could be a few notes that’s part of a simple melody, but it’s designed to be a very short sonic representation of the brand”.
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An Audio Alchemist’s mission to blend sound science and sound art to develop valuable sound strategies.
Steve Keller: “I’m educating our clients and hopefully the world through opportunities and conversations about the power of sound. To think about it more as a strategy than simply a tactic”.
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