14. Made Music Studio’s SonicPulse® Research: How to evolve sound branding in the age of COVID-19 by measuring the subconscious impact of audio assets. In conversation with Lauren McGuire, President at Made Music Studio.

14. Made Music Studio’s SonicPulse® Research: How to evolve sound branding in the age of COVID-19 by measuring the subconscious impact of audio assets. In conversation with Lauren McGuire, President at Made Music Studio.

Lauren McGuire Man Made Music

Episode 14: In conversation with Lauren McGuire, President at Made Music Studio.

Made Music Studio’s SonicPulse® Research:

How to evolve sound branding in the age of COVID-19 by measuring the subconscious impact of audio assets.

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My guest today is my new friend Lauren McGuire. We were introduced to each other through our common friend Kevin Perlmutter. They used to work together at the US top global sonic branding studio Made Music Studio in NYC, where Lauren is the President.

With soon 10 years at Made Music Studio (ex.  Man Made Music) Lauren is the expert in sonic branding, music for television and sound design of experiences. She helps marry the science of brand strategy with the art of culture and emotion. At their studio they create music and sound to solve business challenges. They have produced music for The Superbowl on NBC, IMAX, CBS News and the sound of AT&T Citi and the American Express. The list goes on.

Lauren comes from an advertising background, having worked at The Kaplan Thaler Group, and she has studied a Bachelor of Science at Montclair State University.

In this episode, Lauren and I are going to discuss the ins and outs of sound branding in the age of COVID-19 and beyond.

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Full version vlog episode

Sonic Branding | In-store Music | SonicPulse® Research | Made Music Studio

“Sound plays a big role in your brand perception."

Lauren McGuire, Preseident Made Music Studio  Tweet

SOUNDBITES

#1 Lauren McGuire’s Career Journey on Becoming Leading Expert on Sound Branding. 
#2 Fight, Flight, or Freeze: How We Respond to Sounds. (08:02)
#3 Brands Want that Perfect Track, but Want to Pay the Cost of a Skoda Instead of a Ferrari. (13:57)
#4 How Your Choice of Brand Sound Can Make or Break the Consumer Experience. (19:22)
#5 Sound Branding in the Age of COVID-19 Needs to Evolve Otherwise Brand Sounds will come across as Tone-Deaf, Insensitive and Out-Of-Touch.(25:45)
#6 Measuring the Subconscious Impact of Sound Is the Only Way to Improve Sonic Appeal & Drive Behavior!  (43:36)
#7 Stores Will Be Using Music to Make You Feel Comfortable, Safe and Provide a Positive Payment Experiment. (50:57)
#8 How Made Music Studio is Designing and Measuring the Future of Voice, AudioUX and 3D Audio Sound. (53:31)
#9 Lauren McGuire best Sonic Branding Practices to Brand Leaders on the New Now. (56:32)

Lauren McGuire’s Career Journey on Becoming Leading Expert on Sound Branding.

Lauren McGuire: "Then ended up working in the sound branding industry, you know just to be very transparent about it, was an accident and a right-hand turn on the...

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Fight, Flight, or Freeze: How We Respond to Sounds.

Lauren McGuire: "Those primal sounds, those instinctual sounds were the basis for our emotional scale and how we still rank short form sounds to this day in terms of...

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How Your Choice of Brand Sound Can Make or Break the Consumer Experience.

Lauren McGuire: "We've done work with fast casual dining restaurants there's a lot going on you know we've done audits across the country, and you can go into one...

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Measuring the Subconscious Impact of Sound Is the Only Way to Improve Sonic Appeal & Drive Behavior.

Lauren McGuire: "You guys work together with Sentient Decision Science, and the results are based on the subconscious mind, a more accurate response".

Read More

Stores Will Be Using Music to Make You Feel Comfortable, Safe and Provide a Positive Payment Experiment.

Lauren McGuire: "How do we use sound to create a more connective experience to the brand? Where are we putting in a sound to make you feel comfortable and...

Read More

How Made Music Studio is Designing and Measuring the Future of Voice, AudioUX and 3D Audio Sound.

Lauren McGuire: "So spatialized sound is a really interesting area for us. I can tell you that we are continuing to research and be interested in the effects of...

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

Lauren McGuire: "To brand leaders I would say when strategically approaching sound branding you need a really strong foundation. Music is motion and emotions".

Read More