Kevin Perlmutter of Man Made Music posits some interesting thoughts on the importance of sound in a brand's experience, aka its "Sonic Identity". We couldn't agree more and are excited one of our favorite blogs, PSFK, gave him the space to outline this position.
In particular he states "Finally, we’ve moved from a communication-focused world to an experience-focused world, and with the right music and sound, we now have a tremendous opportunity to strengthen that connection."
One can see he and Man Made's belief in this with the below diagram. It is only bolstered with his supporting data from The Universal Sense: How Hearing Shapes the Mind, by Seth Horowitz, PhD who says, “in less than fifty milliseconds—still six times faster than the blink of an eye—you’ve already identified the sound and where it’s coming from. In the actual time it takes for you to blink, sonic input gets directed through your auditory cortex to other parts of your brain that control memories and emotions.”