Lauren McGuire’s best Sonic Branding Practices to Brand Leaders in the New Now.

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Jasmine Moradi:
Based on your work experience and findings, what are your best practices that you want to teach brands?

Lauren McGuire:
Thinking about  building off a really strong foundation, a  really strong strategy.  And at this time, in our culture,  purpose driven foundation, because music is in motion, and emotion that comes from the emotion, is going to service you better in your brand.

I think we are not at a point in brands where you can think about the last 2 seconds of advertising and that’s it. If you want to do that that’s okay, but there’s so many more opportunities, so many places where sound plays a role in your brand perception. So taking a step back to think holistically about this experience and what sound can drive. 

Thinking forward about your media plan in your media buying plan, and where are you going in the future, and what part of your brand is going to be critical to that experience? Because this is where a lot of the visual to sonic shifting is happening, and then I think the last thing that we always really talk about is saturation. So once you create something. You need to get it out there in a meaningful way. You need for people to hear it, you need some amount of consistency at least in the beginning, and then you have all the opportunity and permission like McDonald’s to sonic identity has been around for over a decade at this point to be incredibly flexible.

I think commitment to consistency and saturation is sometimes very difficult it requires you bring a lot of stakeholders on board at the beginning, but that for me is the most interesting fun part of the process hearing about different groups and their challenges whether it’s your tech team or your app development team or your retail team, and saying okay here’s how we’re going to services for the room really strong strategy.

Jasmine Moradi:
Love it, and now I want to know, I know one is fireworks, so I want to know what sounds that that evokes positive versus negative like perception and emotions in you, and why?

Lauren McGuire:
Sure, so negative let’s start with the negatives and, because I had this experience last night, so I live on the Hudson River, and we have a lot of big tree . So since moving here the wind has become instinctively and primal scary in a way that I didn’t experience when I lived in New York City.  So it’s just been a shift in how my brain works, as the windows really going.

I wake up, and then I’m pretty much a wake, me and the dog both don’t like the wind in this new location where there’s a lot of big trees around. And fireworks is definitively one.

In terms of positive sounds you know, I can say I’m very blessed with a 4-year-old who loves being tickled. I was not a kid who likes being tickled, and I know now that like if a kid doesn’t like being tickled you should not tickle them.  I have a 4-year-old he’s like  more, more, and I think her particular baby laughter just really brings such joy that we can tickle all day, and both of those I think are very primal safety and health based responses. So the power that, I think, on the flip side of when we do also have some lovely wind chimes outside that when they’re growing and the weather in the slow way and the weather is right, it evokes that feeling of home and comfort and relaxation you talked about.