How sound is used to make you remember brands


Originally published at:


Illustrative and evocative video. I wonder how often the emotional attachment of a particular sound, even if only subliminally remembered, can affect new experiences.

For example, the beginning of this song by Primitive Radio Gods contains a very distinctive mechanical sound. Few people younger than say, 40, have experienced it outside of a recording. To them I expect it’s a generic studio noise, maybe even annoying.

To those of us who actually used a stacking spindle, it induces a kind of nostalgic reaction, even if not immediately identifiable.


Funny–I had those stacking spindles (and LPs that had sides 1 and 4 on one album and 2 and 3 on the other so you could just flip them over). But I always heard the opening of this song as a record being lowered and played on a jukebox.


Sort of reminds me of the opening 10 or so seconds in this song:

Those unmistakable sounds of the actuation of that chunky power switch, the Mac startup chime, the satisfying clunk of a floppy being inserted, and the noisy armature on the floppy drive shifting back and forth. It’s all very evocative to me.


I read that in Nokia Ringtone.


Mostly, it seems, at theaters.

(In my experience. I never had one of those phones.)


Occasionally, I will queue up the Dolby Surround Sound, don the headphones, twist the volume and just go for it a half a dozen times. This is usually followed by ANOTHER listen to the shootout scene in “Heat”.


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