Julian Treasure, the chairman of the Sound Agency and author of 'Sound Business,' discusses the four different ways sound affects humans and what this means for brand development. Julian Treasure explains how sound affects people on a physiological, psychological, cognitive and behavioral level. He discusses the detrimental effects different sounds can create for one's health, productivity, ability to focus and even the sales in retail industries.
Julian Treasure's speech also illustrates how his research on sound can be applied to improving a brand's reputation. He outlines the 'Four Golden Rules for Commercial Sound' which include tips for effectively utilizing specific sounds to generate positive brand recognition amongst consumers. Julian Treasure demonstrates how any individual or brand can take control of sounds to create favorable outcomes in health, business and life.