In a Transform essay, MassiveMusic creative director Johanna Cranitch explains how the human voice can be a very effective part of a sonic branding system, especially in a post-quarantine world where people have been starved for human connections.
She writes, “We have long cooed at our babies and sung to them before they could interpret our words and language. We laugh when we feel joyful, we cry when we feel sad. All of these audible cues transmit messages to our brains, and inform our emotional response.”
(You can learn more about the creation of Colgate’s sonic branding, mentioned in the article, at https://massivemusic.com/en/work/the-sound-of-colgate/. If you just want to hear the sonic brand, skip to the 2:00 point in the video.)