Great Emotional Branding

Emotion is pretty much the answer.

Around 70 percent of both sexes say that music is important to them because 'it elicits emotions and feeling." The next choice, is music's ability to "alleviate boredom."

The voice of the product, the voice of the consumer, the voice of our time-are to be taken quite literally. Hearing and talking are two of the most powerful forces in creating deep emotional connections with anyone. And you need them both. To talk without listening is to badger and heckle. To listen and not talk is to lose your personality, and the human connection stalls out.

Great brands are already into sound-and I'm not just talking full-production TV commercials. Retail environments, tradeshows, product design, phone messages, ring tones, brand signatures, radio, and social practices across the Internet. Some companies who build automobiles or audio equipment even pay attention to the silence.