They die, it’s inevitable. One day, they stop performing. The signs can’t be ignored; streaks, leaks and screeches. Their useful life is over; it comes time to have them taken away to wherever dead appliances go.
After you lament excitement sets in, the prospect of something new, better, and shiny lifts your spirits! I’m not sure if this is everyone’s experience, but it sure was mine when our family had to say our goodbyes. We saw it coming and nursed that appliance for as long as we could. But when it was time to pull the plug I was ready, armed with my list of criterion to welcome a new dishwasher into our home.
- Aesthetics — Good looking
- Function— Spotless Riedel O glasses
- Energy— Green, Energy Star qualified
- Sound— Silence!!!!!!
- Price — Don’t tap the college fund
Armed with list in hand I did my research and scoured the market for the perfect dishwasher. I found it! I was so proud… But I could not readily admit it.
Why? Well… It was the exact model that my wife told me she wanted all along. I can be stubborn at times. There was no way we were buying the dishwasher that she fell in love with on a television commercial. But Kelly Ripa seduced my wife, she too wanted to Be Even More Amazing. I conceded and we bought the Electrolux.
Why I am retelling our dishwasher experience? Today a friend (thanks Eric) sent me an article in the Wall Street Journal about the attention marketers are now placing on sound branding. The sounds you identify with a brand and the aural experience when you use a product. As a sound guy I’m elated to see the world waking up to the importance of sound in our lives.
When we hear something, we store the sound in our auditory memory. We perceive it as positive or negative, and with rare exception the first impression is the lasting impression. How do you feel about the sound of nails on a chalkboard?
The most important criterion I had for the dishwasher was silence. Our family spends the majority of our time together in the kitchen. So, naturally we want to create as serene a sound environment as we can. Who wants to shout over a noisy appliance? Electrolux scored high with me on two crucial elements of sound branding.
- Kelly Ripa’s voice is an ear worm in my brain saying “Be Even More Amazing.” The marketers created a sticky tagline that I’ll never forget.
- The product. It delivered as promised, it is absolutely silent and I’m a happy customer.
I’m curious, does sound consciously influence your buying decisions? Please share your comments below!