[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"$fJkWC4QIbbfa5gZh1GkKmRCT2840AHdHmluaju45IQsU":3,"$fYMLm4eDQb5b7xH-hXACPgZEAXcRZFKUDIGFCeh5o8OI":12},{"author":4,"tags":11},{"author_id":5,"author_name":6,"author_name_first_letter":7,"article_count":8,"bio":9,"short_bio":9,"bio_jsonld":9,"slug":10,"image_url":9},213398,"Julian Treasure","J",81,null,"julian-treasure",[],{"quotes":13,"pagination":77},[14,22,28,34,40,46,52,58,64,71],{"id":15,"quote_text":16,"author_id":5,"source_id":17,"has_image":18,"author":19,"source":20,"quote_tag":21,"commentary":9},3757392,"Music is made to be listened to, so you immediately have an issue where you're playing it in the background like wallpaper. Music doesn't want to behave like that.",7,false,{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":23,"quote_text":24,"author_id":5,"source_id":17,"has_image":18,"author":25,"source":26,"quote_tag":27,"commentary":9},3757391,"You can't truly listen to someone and do anything else at the same time.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":29,"quote_text":30,"author_id":5,"source_id":17,"has_image":18,"author":31,"source":32,"quote_tag":33,"commentary":9},3757390,"Most people think it's a linear relationship: I speak, you listen. Actually, it's a circle, because the way you listen affects how I speak, and the way I speak affects the way you listen.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":35,"quote_text":36,"author_id":5,"source_id":17,"has_image":18,"author":37,"source":38,"quote_tag":39,"commentary":9},3757387,"In a room full of 60 to 70 people which is open plan and absolutely quiet, it's very intimidating to make a phone call. And if you do so, you're upsetting about 15 to 20 people because they're put off by your phone call.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":41,"quote_text":42,"author_id":5,"source_id":17,"has_image":18,"author":43,"source":44,"quote_tag":45,"commentary":9},3757385,"People often mistake our mission at The Sound Agency for a crusade for silence, but actually, silence is in many ways just as bad as too much noise.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":47,"quote_text":48,"author_id":5,"source_id":17,"has_image":18,"author":49,"source":50,"quote_tag":51,"commentary":9},3757383,"We experience every space in five senses, so it's strange that architects design just for the eyes.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":53,"quote_text":54,"author_id":5,"source_id":17,"has_image":18,"author":55,"source":56,"quote_tag":57,"commentary":9},3757381,"It would be some sort of shock horror story if a child left school unable to read or write. But we do not teach explicitly, or test in the main, either speaking or - much more importantly - listening.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":59,"quote_text":60,"author_id":5,"source_id":17,"has_image":18,"author":61,"source":62,"quote_tag":63,"commentary":9},3757379,"Conscious listening is very largely overlooked in the mainstream of education. It's such an important skill in life. And yet we expect children to pick it up from home or from peers informally.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"id":65,"quote_text":66,"author_id":5,"source_id":17,"has_image":18,"author":67,"source":68,"quote_tag":69,"commentary":70},3757377,"You or I never buy an Intel product explicitly, and yet their sonic logo is far better known and more powerful than its visual equivalent. It's probably worth hundreds of millions of dollars.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],"**The Backstory**\nJulian Treasure, a renowned sound expert, shared this quote in his book \"How to Make Yourself Heard\" (2012). During this time, Treasure was advocating for the importance of sound design in branding and marketing. He was likely reflecting on the power of sonic branding in the digital age.\n\n**The Hidden Insight**\nThe hidden insight lies in the fact that Treasure highlights the superiority of the Intel sonic logo over its visual equivalent, yet notes that people don't explicitly buy Intel products because of this sonic logo. This paradox reveals that the true value of branding lies not in its explicit appeal, but in its subtle, unconscious impact on our perceptions and associations.\n\n**How to Use This**\nTo apply this mindset today, consider investing in the subtle, sonic elements of your brand – the sounds, music, and voiceovers that accompany your visual identity. By doing so, you can create an unconscious connection with your audience, making your brand more memorable and powerful, even if they can't quite put their finger on why.",{"id":72,"quote_text":73,"author_id":5,"source_id":17,"has_image":18,"author":74,"source":75,"quote_tag":76,"commentary":9},3757374,"A sonic logo on its own isn't going to do very much. We get frustrated with smaller brands who come to us and say, 'We need a bing-bong'. You just can't encapsulate a brand for £500 in a three-second sound. It doesn't work.",{"id":5,"author_name":6,"slug":10,"author_name_first_letter":7,"article_count":8,"image_url":9},{},[],{"currentPage":78,"totalPages":79,"totalItems":8,"itemsPerPage":80},1,9,10]