If you want a picture of the future, imagine every billboard screaming for your attention — forever
The sound of the Internet of Things (and why it matters for brands). Yes, yet another article about using sound for branding. Apparently we aren’t spending enough money so branding gurus–or whatever they are calling themselves these days–are trying to figure out how to make their brands stand out from competing products and services through the use of sound. And in an attempt to appear thoughtful as they invade public and private space with invasive sound, they write stuff like this:
Brands need to start creating a sound ecology that differentiates them whilst supporting their consumers. As we interact with a product, watch a commercial or experience a retail environment, it is only the brands of the future that have a fully considered, cohesive and familiar sonic identity that will stop us reaching for the mute button.
How about no? We are already assaulted by layers of noise whenever we enter the public sphere, do we really need to have even more layers of competing sound added to our increasingly chaotic soundscape? As if that’s not offensive enough, these branding fiends want to use sound for alerts for our now connected home appliances, leaving us not a moment of silence in our homes as our dishwashers and refrigerators beep and pop, competing for our attention. Because reasons!
At some point, if business refuses to show restraint, someone must step in to stop this anti-social behavior. No matter how convenient it may be for some people to have their devices scream at them for attention, what of the innocent bystanders who are simply attempting to go from Point A to Point B? Will no one think about our right to be left alone?