Sonic strategy with Steve Keller

Seeing Senses with Sarah Hyndman

Sonic branding to sonic seasoning, the art and science of sound.

“Sound doesn’t happen in a vacuum. Literally, that’s true. But as we think about sound in the context of a brand, how does that connect…?”

Can sound affect what you taste or where you look? Audio alchemist Steve Keller joins Sarah to talk about the relationship between sound and other senses, particularly in the context of branding and emotional connection.

As a scientist and sonic strategist, he explains how sound influences perception, memory, and social interactions. He emphasises the importance of sonic branding and the need for brands to consider their auditory identity. They also discuss cultural influences on sound perception, innovative and entertaining multi-sensory experiences and Steve’s transdisciplinary career path.

“My official title is Sonic Strategy Director…The first thing is, ooh, that’s a really cool title. But then the second thing I hear is, but what the heck do you do?”

Guest
Steve Keller is the Sonic Strategy Director for Studio Resonate, SiriusXM Media’s in-house, audio-first creative agency. He is recognised as one of the world’s leading authorities on sonic strategy and identity, blending art and science into award-winning content and sonic experiences for a variety of global agencies and brands. His research explores the ways music, sound, and voice influence perception and behaviour.

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Key takeaways
• Sound is the fastest sense, impacting emotions and perceptions.
• Sonic branding is a crucial aspect of modern marketing.
• Sound and visual design must work in harmony for effective branding.
• Cultural influences shape our perception of sound.
• Sound can evoke powerful memories and emotions.
• Music can serve as a social surrogate during isolation.
• The brain is wired to seek connections between senses.
• Innovative multi-sensory experiences can enhance consumer engagement.
• The journey of a sonic strategist involves blending art and science.

“They’d have headphones on, you’d see their eyes get really big and they’d look at a friend and say, how is it doing this? It’s changing the taste of this, but I don’t understand why.”

Outline
Connecting Sight, Sound, and Senses.
Role of Sound in Emotional Perception.
The Power of Sound in Advertising.
Evolution of Sonic Branding.
Importance of Congruence in Sensory Branding.
Cultural Influences on Sound Perception.
Science of Sound and Taste.
Impact of Environment on Sound.
Future of Sound and Sensory Experiences.
Transformative Power of Sound.
Music as a Social Surrogate During Isolatio.
Spicy Hot Chairs Project.
Steve’s Career Journey.
Diversity in Sound and Representation.

“Be more sonically present. Just take a moment every now and then to stop and think about what you’re hearing.”

Host
Sarah Hyndman is a designer/researcher, author and speaker. You can book her to speak or bring her activity lab to your event or organisation here via Type Tasting. Sarah is the founder of Type Tasting and curator of The Sensologists.

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Seeing Senses. Where there’s more than meets the eye.
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Theme music by AudioKraken.