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A surprising look at the hidden power of sound, revealing how people and brands can use it to inspire and persuade — or annoy
From horror movie scores to national anthems to the crunchy sound of potato chips, sound and music greatly impact how we feel about our lives and the messages and products we encounter every day. With the right tools and understanding, anyone can cut through the meaningless noise competing for our attention and learn to use sound as a rich storytelling strategy.
You don’t need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how they’re perceived by their audiences, and gain a competitive advantage. The key to these sonic strategies involves creating “boom moments” — transcendent instants when sound connects with a listener’s emotional core.
The Sonic Boom draws surprising insights from real world examples: the way Disney parks score every second of their guests’ experience; how Chili’s restaurants uses lessons from evolutionary psychology to sell tons of sizzling fajitas, how the sound of a special edition Mustang’s engine is designed to make drivers feel like action-movie heroes. Sure to appeal to fans of Made to Stick and This Is Your Brain on Music, The Sonic Boom offers readers a powerful new vocabulary for sharing impactful messages with sound.
- Sales Rank: #710527 in Books
- Published on: 2014-10-21
- Released on: 2014-10-21
- Original language: English
- Number of items: 1
- Dimensions: 9.25" h x 6.25" w x 1.00" l, 1.00 pounds
- Binding: Hardcover
- 208 pages
Review
"The Sonic Boom will alter how you hear the world." --TIME
"Equal parts sociological study and business advice, using unique everyday examples– for instance, how the fate of the Chili’s fajita empire rested on the sound of the sizzling platter, and how Disneyland approaches soundscapes for a fully immersive experience– �to explain how sound effects our mood and shopping habits." --EW.com
"Beckerman's anecdotes, including how Apple computers came to have their particular start-up noise, are engaging." --Los Angeles Times
"Thanks to such entertaining asides and Beckerman’s enthusiastic conviction that sound matters more than anything, readers of The Sonic Boom might suddenly find they’re hearing things they had never noticed before." --Washington Independent Review of Books
"A fast and provocative read that will appeal to a wide, general audience, especially those interested in the psychology of marketing." --Library Journal
"Informative...The book’s strength lies in the specificity of its examples: the restaurant chain Chili’s triggered Americans’ hunger by amping up the sizzle of fajitas; Disney creates “fake quiet”—a soundscape of birds and forest sounds—to help people feel they are somewhere magical...This book is directly aimed at corporations, fund-raisers, and party planners, but shoppers, donors, and partygoers should also read it to learn about how their decisions are being affected by the soundscapes in which they are immersed." --�Publishers Weekly
"The author makes a strong case that we are unaware of the degree to which 'the hidden world of sound' influences our moods and the choices we make. Although we are more aware of the information we obtain through sight, Beckerman bolsters his conclusion that it is sound rather than sight that is our most important sense, citing how The Star Spangled Banner and Beethoven's Fifth Symphony evoke powerful emotions by the use of a few repeated notes. We instantly recognize these musical phrases, or 'sound logos,' which 'efficiently let listeners recall and understand rich stories.'...Interesting insight on the use of sound bites to merchandise products." --Kirkus
“I've spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that we've all missed. The Sonic Boom reveals the music and structured cacophony of everyday life.”
—Moby
�
"The only force more powerful than taste or smell when trying to create an emotional response? Music. The right sound at the right time can slam you right back to childhood, create dread, inspire empathy, turn you on a dime to an emotional jellyfish. The right song at the right time can change—and has changed—the world, leading directly to social change and even revolutions. Music defines us.�Joel Beckerman knows. Let him tell you all about it."
—Anthony Bourdain, chef, bestselling author of Medium Raw, No Reservations, and Kitchen Confidential
�
“Pick this book up. Put it close to your ear. Riff through the pages. Hear that? Those are ideas—Beckerman’s ideas—flying by a mile a minute. Reading Sonic Boom is like seeing colors for the first time!”
—Fred Graver, writer/producer, TV creative lead at Twitter
�
“Beckerman and Gray show how the right sound at the right moment forges bonds between brands and people—and how bad sound breaks them. The Sonic Boom illuminates the surprising opportunities that are revealed when we utilize sound thoughtfully and strategically, not just tactically.”
—Andrea Sullivan, chief marketing officer, North America, Interbrand
�
“Beckerman offers an intriguing examination of the manipulative and inspirational power of sound in our everyday lives. It made me listen to my ears!”
—George S. Clinton, film composer and Chair of Film Scoring at the Berklee College of Music
�
“We are all susceptible to the power and manipulation of sound and Beckerman has beautifully described this mysterious process. As a producer, this book not only makes my choices and use of sound more informed but hopefully more effective.”
—Gordon Elliott, executive producer of ABC’s “The Chew”
�
“This remarkable book describes and clarifies the exciting and complex world of sound.”
—Ellis Douek, emeritus consultant ENT surgeon, Guy’s and St Thomas’ Hospital, London; author of Overcoming Deafness
�
“Beckerman offers insights into a potent marketing opportunity. His work helps brands realize the powerful potential of sound.”
—Ruth Gaviria, executive vice president of corporate marketing, Univision Communications Inc.
From the Inside Flap
“This remarkable book describes and clarifies the exciting and complex world of sound.”
—Ellis Douek, emeritus consultant ENT surgeon, Guy’s and St Thomas’ Hospital, London; author of Overcoming Deafness
�
From movie scores and national anthems to cell-phone dings and squeaky shoes, sound and music impact how we perceive the stories, situations, and products we encounter every day. The Sonic Boom reveals sound’s surprising power to influence our decisions, opinions, and actions in ways we might not even notice: the evergreen Pavlovian effect of ice-cream truck jingles, the anxiety-inducing impact of discordant ambient noise, the reassuring chime of a computer’s startup tone. This book provides a whole new framework for thinking about sound’s effects on every aspect of our lives.��
�
You don’t need to be a musician or a composer to harness the power of sound. Joel Beckerman explains how companies, brands, and individuals can strategically use sound to get to the core of their mission, influence how they’re perceived by their audiences, and gain a competitive edge. Whether you’re a corporate giant connecting with millions of customers or a teacher connecting with one classroom of students, the key to an effective sonic strategy is the creation of “boom moments”—transcendent instants when sound connects with a listener’s emotional core.
�
Drawing on Beckerman’s experience as a strategic sound consultant (his award-winning team at Man Made Music has created sounds, scores, and sonic branding strategies for companies like Univision, AT&T, Mercedes, and NBC) and the successful sonic strategies of companies and entertainment empires like Chili’s, Mustang, and Disney, The Sonic Boom offers readers insight into a revolutionary area of marketing, providing a powerful new vocabulary for sharing meaningful messages with sound.
�
From the Back Cover
“I've spent my life curating, creating, and collecting sounds. But Beckerman and Gray have shown here that there are still plenty of sounds that we’ve all missed. The Sonic Boom reveals the music and structured cacophony of everyday life.”
—Moby
�
“The only force more powerful than taste or smell when trying to create an emotional response? Music. The right sound at the right time can slam you right back to childhood, create dread, inspire empathy, turn you on a dime to an emotional jellyfish. The right song at the right time can change—and has changed—the world, leading directly to social change and even revolutions. Music defines us.�Joel Beckerman knows. Let him tell you all about it.”
—Anthony Bourdain, chef, best-selling author of Medium Raw, No Reservations, and Kitchen Confidential
�
“Pick this book up. Put it close to your ear. Riff through the pages. Hear that? Those are ideas—Beckerman’s ideas—flying by a mile a minute. Reading The Sonic Boom is like seeing colors for the first time!”
—Fred Graver, writer/producer, TV creative lead at Twitter
�
“Beckerman and Gray show how the right sound at the right moment forges bonds between brands and people—and how bad sound breaks them. The Sonic Boom illuminates the surprising opportunities that are revealed when we utilize sound thoughtfully and strategically, not just tactically.”
—Andrea Sullivan, chief marketing officer, North America, Interbrand
�
“Beckerman offers an intriguing examination of the manipulative and inspirational power of sound in our everyday lives. It made me listen to my ears!”
—George S. Clinton, film composer and chair of Film Scoring at the Berklee College of Music
�
“We are all susceptible to the power and manipulation of sound, and Beckerman has beautifully described this mysterious process. This book makes my choices and use of sound as a producer not only more informed, but hopefully more effective.”
—Gordon Elliott, executive producer of ABC’s “The Chew”
�
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Most helpful customer reviews
5 of 5 people found the following review helpful.
Recommend reading
By K. Rowley
Being someone who has dabbled a bit with experimenting with sound using digital software, I was very interested in reading this book. But, I wasn't expecting what it actually about. Sound and music in marketing is something that I have always pretty much taken for granted. I guess knew on some level that there could be some manipulation going on with it - like when a well known actor voice is used during a voice-over in a television commercial. I've always thought that was done so that subconsciously you would associate the admiration/trust associated with the actor and his/her work to the commercial message. But in reading this book you find out there is a whole field of study on using sound to influence people. I would recommend this book to anyone in marketing, advertisement, or branding.
Weighing in at around 180 pages, this book is more of an introductory to the subject than a textbook. There are nine chapters, each detailing some aspect sound/audio manipulation and providing a real-world example of what the chapter is covering. Reading each chapter was like having a magician explaining a magic trick. Once you know the secret it's hard not to see the trick. I've lost count of how many times that has happened to me since - for example we (the people in my office group) went to a popular chain restaurant (one that is discussed in the book) and sure enough everybody in the group (myself included) ordered fajitas - which didn't surprise me after reading that chapter.
There are very few illustrations in the book, which isn't surprising given that sound is the focus of the work. However, there is a rather extensive Notes section in the back that provides links to online examples of the concepts each chapter covers. Most of these examples are located on YouTube - which makes them easy to find and access. They do help to provide audible examples for the topic covered.
The book I received to read and comment on was an Advance Reading Copy which may be slightly different than the final publication.
4 of 4 people found the following review helpful.
Good Book, Even if Not For Me
By Brian J. Greene
I should say for starters that I am someone especially sensitive to sounds, and have always been aware of this. An avid music lover since early childhood, I am drawn in by sounds that appeal to me, and conversely recoil from sounds that bother me. So while I didn't know a lot of the particular information in the book about just exactly how sounds affect us, the overarching premise was not a surprise to me. I have to say that while I found some of the details and anecdotes in the book interesting, I also found it to be repetitive. As in, do I really need to be told a zillion different ways and over 200 pages, something that seems obvious to me? Still, I think the book is written in an engagingly conversational way, and believe it is a thoughtful exploration of an important matter. So while I wasn't fully engaged by it myself, I am comfortable recommending to someone else who thinks they might find the topic interesting.
3 of 3 people found the following review helpful.
It has a few nice takeaways
By Jesse Baynard
First the bad news. Like most of the other reviewers, I found the book to suffer from trying too hard to convince you of the importance of sound, but then actually coming across as insulting to its target audience (non-sound people) by telling them that sound is preeminent. I'm a visual person and my memory is quickest jogged by scents, and while sounds do impact me I usually mute as many sounds as possible. So no matter how much the author's zeal is (and it's great that he's passionate about his craft), the first 3 chapters are a bit repetitive in making roughly the same argument (lots of noise that get filtered, the right authentic sounds can break through and reinforce experience, etc). The anecdotes are interesting enough on their own, but get dry strung together like they are. The scientific reasoning for sound was subjective at best, reaction speed does not necessarily correlate with cognition and I'd argue that I make much more sense of the world lacking hearing than I would lacking vision. The only strong stance that I agree with him on is that bad (including wrong or inauthentic) sound makes things worse than none at all.
The next portion of the book is great for someone looking into hiring or managing sound engineers, sonic branders, etc. It reads a lot like an executive summary on the subject. I wish this section came in a lot quicker. It's spaced out in headings so it's easy to skim/refresh yourself on the material. It doesn't give you the tools to create great sonic moments, but it does help you look for the right stuff and at least pushes you down the right path. After that, there's a little bit of commonsense type advise in using and noticing sound in your own life.
The final chapter of the book however is where I wish he spent 3 or more chapters. The idea of using sound to communicate data or information was great. But if he then and tied it back to the scientific argument that sound received is faster. Couldn't he set up an experiment where people who react to onscreen data would be feed audible cues at the same time and see if over time they could react faster or more accurately than those in a control group? That would be great information. And the subsection on sound feedback for user interfaces would be welcomed to be expanded out a chapter or two. He laments that tech people throw needless bells and whistles in, but on the other hand he points out how frustrating machines are that don't provide feedback. What are the best practices? When should sound be avoided and or added? Does sound work better or worse with accompanying feedback types like vibration or visual effects? Are some sounds naturally disingenuous with these other effects? Those last things and so much more I'd love to know about.
So even though it's be easy to go along with the vast number of 3 star reviews, mostly I suspect because the first few chapters were tedious to get through (mostly because I was audibly disagreeing with him, and surprised he didn't point out that Chili's uses a "sizzle sauce" to create that table-side sound). But middle chapters were useful and that last chapter really got me thinking, so I'm upping my review a star. Even though I wish there was a little more "steak" and little less "sizzle", I found elements of the book thoroughly thought provoking.
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