This is ninety nine percent, invisible I'm roman Mars, It's really hard to get a sound trademarked, the first one in the U S was issued in nineteen. Seventy eight to NBC for their times MGM has one for their roaring lion, as does Twentieth Century fox. Theirs p S own Katy, mingle, dear, Harley Davidson famously tried to trade mark the sound of their motorcycles, that potato potato potatoes and after years of litigation, they finally withdrew their application. So

if a bunch of burly bikers can't do it, it must be really hard right. Now there are fewer than two hundred active trade marks for sounds. Even those sound can be super important to brand just ass. These guys, my name's drawback remain and I'm Tyler Gray Tyler, and I wrote a book called the sonic boom. How sound transforms the way we think field? by uses, and that would be like impossible to trademark, but Tyler and Joel say it was crucial to building up the brand its associated with begging. Man knew that sound. I know it so well when I was just a little kid on a cul de sac, they built a chile's in my town. Whose before there were really chain. Restaurants, where I lived so Chile's actually felt kind of novels and exotic, my family was palmed and our favorite thing to order the forty days

really sell the stake. They sell the sizzle in their book jewel in Tyler Use Chile's and their sizzling for heaters. As an opening example. To illustrate why companies should think more about sound you're sitting in a chile's at the dinner hour. At five o clock and lets say at first nobody's altering the sizzling, for he does, but then maybe about twenty minutes. Thirty minutes into the dinner hour in and I've seen this All of a sudden one person, orders sizzling for heat is as the server brings out. This is lean skill. It a figure of meat and onions, and you hear that sizzling sound literally every eye. Every single person in that restaurant, their head, turned to the server walking past them and they follow that server with their eyes, and then they smell the bird onions and apple and now you're hooked than now. Everyone orders sizzling for heat is and in the back instead of making not one order, they make fifteen. Yet it called

the heat effect my family fell victim to the veto effect too many times to remember. We may even have initiated the original FA heater effect, patient zero of the veto effect Chile's by the way did not invent the veto. That distinction goes to a Texan by the name of sunny falcon. He was selling a sub par, couldn't be called the fava and figured that if you cooked it on the open with a lot of spice people didn't care about the quality of the meat it got to Chile's because Larry Levine very Levine, was the founder of Chile's had seen restaurants around the Rio Grande Valley, so to do their version of it. He had the idea to make sound the star the show, and so in Chile is opened up. They put that sounds sizzling, for he does in their first ever commercial for heaters sold like crazy in the wake of their massive success, Chile's printed up tee shirts for staff. That said, I survived the summer of for heat madness. Now they

Serve enough for you to meet to fill to nuclear submarines a year, I really hope. Someone filled to nuclear submarines would be to meet to get that measurement. Tyler and also its surprisingly difficult to get people even really creative people to think about sound to value it in the same way they value the visual environment. But sometimes there's one person who gets it and Apple computer is one of those people with a guy by the name of Jim, reeks I My name is Jim, reeks. I am the only person you know whose name is a complete sentence. Apple for about ten years, starting in the late eighties, literally have titles I think I have business. Cars whatever his title was. Jim was working on sound for the Mcintosh, computers, which was neglected, step child of all things MAC. No one really cared about sound until the end, which is unfortunately typical, except gin.

He's a composer in a musician, and he understood the importance of sound more than most of his colleagues Jim, have strong feelings about the start up sound that was on the MAC at the time hated. The idea, as could not stand. It usually sounded like here, is couple more times, because it goes by really fast so apple for started up. It was you know the computer, Far from perfect, it crashed alive in every time. You turn it back on. You heard that jolting sound, so Jim set out to make a better one. Your man crashed again you ve lost your were

again. You're waiting for this thing to boot. Up again, that's the audience most of us a pistol frustrated people were super annoyed and you're wasting their time. That's a hard on its way to change everyone's mood. So I was thinking Zan like Tat is sound. Similar to a gong or chanting. Oh of course, we are all familiar with the sound. He came up with nice. So better right, The problem was Jim asked for permission to put this new sound into the prototype for the new MAC, and I was well, I couldn't do it. We already have a sound you're, not allowed to change. It was just on and on and on Jim, knew the people who are responsible for building the prototype.

For them, and then they liked it and so, when known as around, we put it the bill and their quadrant seven hundred shipped with the sound in it, and I was I can nineteen, namely one when the quadroon seven hundred Matt cost six thousand dollars Jim does he never got any props for the sound just grief, and yet, that sound with a few minor tweaks has been the apple start up sound ever sense. So I think we can assume that Steve Jobs liked it it's his big giant too handed see cord c major cord. That makes you kind of feel, welcome, this very stable, very substantial world of apple is probably the single most connected sound with the apple brand. And brand is just the experience or Our perception prior to the experience so everything that shapes the procession matters

You know, like imagine, a really beautiful car. Just had this horrible engine always backfiring Actually there our people and make sure that beautiful cars sound beautiful or at least that they sound right, one of is Sean Carney. I must hurry I our trains, are already engineer report on works on mustangs and there are all kinds of things he and his team can tweak to get the sound they're. Looking for true, but they're gonna get your floater about food. I'm sure they send preparations and I'm in the kind of like you, can control the sound of a horn by placing your fingers over different holes. Sean king, control the sound of the Mustang, an an easier job for the standard, the eight

Then sometimes they'll put out a specialty mustang. In two thousand, eight Mustang decided to put out a remake of a mustang that appeared in the movie bullet in nineteen sixty eight in the movie pretty famous chase equal, we're still Mcqueen drives, is most in all over the streets of seamen, Cisco, John and his team wanted to meet the two thousand eight bullet Samsonite. Nineteen. Sixty eight by like a bird about an old, we're trying to make sure that specific car, because he ran away and let's try me back into those old memories. If I was like that for four tobacco. Most of them. They're, trying essentially to make a new car sound old witch. This challenging because cars made a nineteen. Sixty eight were built completely differently. Satellite internet carburetor. We use your injection for salmon all night

he chose How are the engine kill, fell. Short was never going to be able to duplicate the sound of the bullet car from the would be exactly four one. The Mustang in the movie was enhanced with sounds recorded from a race car, and, apart from that, is actually illegal in most places to drive around in a car thou we try to do it. I didn't I What are of what are the Indian played by that Firefox, american view. The third. When the reviews of the bullet Mustang came out, people talked about the sound and most people John and his team have gotten it right here, the two thousand eight bullet Mustang inaction sound, is actually

in terms of all of our senses. It's the one. We react to quickest, even quicker than touch Joel Becker, again brands, but are not paying attention to this, not paying attention to in association with experiences. There really gonna get punished case in point. In two thousand ten Fredo lay decided to come out with a new biodegradable sonship bag. Only problem Was they never considered? What that packaging sounded? Like here's, a Youtube video someone made about the bag delicious subjects. Laval, your products thing than I not get over. Is the noise that this bag make? I don't know what it's made out of if you ever wanted to get like a little trip out of good luck That guy knew too was not the only person to notice how noisy the bag was summoned created. A facebook page called

sorry. I can't hear you over the Sun Ships bag and it got four three thousand legs and it became a national news story behind Nepal, the new bag and go back to the old back good intentions, execution Joe and highly referred to this kind of sound as sonic trash. You know, you'd! Never let somebody taking or take a bunch of trash and throw your frontline but We allow cities are neighbours brand. Cheers really invade our sonic space. Dump garbage in your ear has mainly essentially Poland and Tyler. Imagine a world where all the sounds we here have more thought bind them more intention. It would be very rare that you would actually hear the sound that something made that thing. Trigger a better sound

in Tyler's world. They can make the Sun ships bag sound like this, when its opened every time you get a chip. Your like your ex about sound is actually on the very short list of trademarks out so hands off

Edward Manning I resent invisible, was produces, we buy Katy Mingle was in Greenspan, Avery trouble men in the roman Mars. We are product. No one point: seven local public radio, K, Elsa View in San Francisco, introduced the offices of oxide in architecture and interior sperm, enviable downtown, Oakland Kaliko. I hope when I there is upon my tombstone and you can press it. Another played a sound. We often don't think of winter as a time of growth or creation. But if you think about it, it's the perfect time to greet your own website, because her cooped up your thinking about being productive and now square space can help you do it with Squares Bates. You can take your cool ideas, you ve creative content, your services, goods and you can turn them into a beautiful website in just a few clicks. Does it because there is to use templates, are created by world class,

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