While my reading list may not be everyone’s cup of tea, one recent fascinating read was “The Sonic Boom : How Sound Transforms the We We Think, Feel, and Buy” (Joel Beckerman, Tyler Gray, Houghton Miffin £17.83). Obviously the use of music and sound is my business so this is of great interest and whilst I never know what I’m going to get out of this type of book until I’ve finished reading, this one lead me on a serendipitous route to the understanding of sound signatures and the use of sound.
Music makes me happy, even happier on Tuesday when I have a 45 minute car journey with my 11 year old daughter Ruby (it’s my job to pick her up from an activity). This, she has decided, is our ‘Music Journey’. I pick the tracks to play her, these are always vintage and based on her previous “likes.” They are eclectic to say the least as her taste is wide and varied, ranging from Billy Preston ‘Billy’s Bag’ to Santana ‘Soul Sacrifice’ with the connection being the Hammond organ with the distinct sound of the Leslie speaker. As an 11 year old this music is new to her and I can tell by her reactions very quickly if I’ve hit the spot. These are described as a ‘Sonic Boom’ moment in the book, the music is so powerful for Ruby that what we play is the experience rather than the journey itself, an experience becoming a memory because of the music we listen to.
This is one of the themes of the book – that in a retail environment using right music can help transform a business by communicating a clear emotional story that helps people ‘feel’ the brand by creating a ‘Sonic Boom’ moment and a good memory that will bring customers back.