{"id":103306,"date":"2016-10-04T09:24:32","date_gmt":"2016-10-04T13:24:32","guid":{"rendered":"https:\/\/www.theparisreview.org\/blog\/?p=103306"},"modified":"2016-10-04T12:06:42","modified_gmt":"2016-10-04T16:06:42","slug":"discovering-sonic-brand-news","status":"publish","type":"post","link":"https:\/\/www.theparisreview.org\/blog\/2016\/10\/04\/discovering-sonic-brand-news\/","title":{"rendered":"Discovering Your Sonic Brand, and Other News"},"content":{"rendered":"<div id=\"attachment_103307\" style=\"width: 610px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.theparisreview.org\/blog\/wp-content\/uploads\/2016\/10\/maxell-speaker-80s-ad-le-corbusier-chair.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-103307\" class=\"wp-image-103307\" src=\"https:\/\/www.theparisreview.org\/blog\/wp-content\/uploads\/2016\/10\/maxell-speaker-80s-ad-le-corbusier-chair.jpg\" width=\"600\" height=\"276\" \/><\/a><p id=\"caption-attachment-103307\" class=\"wp-caption-text\">That\u2019s your own personal sound, man.<\/p><\/div>\n<ul>\n<li>I\u2019ve spent thirty painstaking years building my personal brand from the ground up: a signature blend of synthetic microfibers\u00a0and\u00a0dried-out pipe tobacco, shot through with the bashfulness of the Coppertone girl. But I forgot the <em>sounds<\/em>.\u00a0Whether you\u2019re a corporation, an individual, or just an abstraction, you\u2019ve got to brand yourself aurally to stand out, Jack Hitt writes: \u201c<a href=\"https:\/\/story.californiasunday.com\/sonic-branding\" target=\"_blank\">Sonic branding involves stand-alone sounds, like\u00a0NBC\u2019s three-note signature\u00a0or United Airlines\u2019 use of the most familiar measures of \u2018Rhapsody in Blue.\u2019<\/a>\u00a0These distilled riffs are meant to build an aural association with a product to create a Pavlovian sense of loyalty and expectation \u2026 Fajitas, [Joel] Beckerman writes, were merely a decent-selling dish that went supernova as a middle-class entr\u00e9e after Chili\u2019s focused its presentation on the loud sizzle of the dish emerging from the kitchen, a sound that figured into all its key advertising. Spend enough time pondering the nuances of sonic branding, and you come to appreciate the pure genius of the letter\u00a0<em>z<\/em>\u00a0in the word\u00a0Prozac.\u201d<\/li>\n<\/ul>\n<ul>\n<li>Hey, gang, there\u2019s a new restaurant in London called Bronte! They left the umlaut off, but still, you\u2019d be forgiven for assuming there\u2019s something literary about it. No such luck, though. Tanya Gold paid the place a visit, and: \u201c<a href=\"http:\/\/www.spectator.co.uk\/2016\/10\/bronte-soulless-stylish-and-nothing-to-do-with-novel-writing\/\" target=\"_blank\">I hoped that Bronte would be filled with Victorian writers licking ink off their fingers and bitching about Mrs. Gaskell being a third-rate hack; but it is not to be<\/a> \u2026 It is named for Horatio Nelson, the Duke of Bronte \u2026 So Bronte is named for a man no one calls Bronte. It could have been called Nelson, decorated with eye patches and plastic parrots, like a Padshow hell shack; or it could have been called Gaskell, an angry and flouncy tearoom that wrote bad novels and one marvelous, vicious and dishonest biography called\u00a0<em>The Life of Charlotte Bront\u00eb<\/em>; or it could have been called\u2014and this is my wish\u2014Brunty: Pens, Sex and Potatoes.\u201d\u00a0<\/li>\n<\/ul>\n<p><!--more--><\/p>\n<ul>\n<li>This new interview with Nell Zink has me wishing she\u2019d write a dictionary: \u201c<a href=\"http:\/\/www.vulture.com\/2016\/10\/nell-zink-nicotine.html\" target=\"_blank\">As we finished lunch, she explained that new terms are just window dressing for old behaviors and neuroses<\/a>. Being polyamorous means simply \u2018he just likes to go to bars.\u2019 Penny\u2019s love interest would rather drink and smoke than risk exposing his small penis; Zink considers \u2018asexuality\u2019 to be a backlash against hookup culture. \u2018I\u2019m from the generation that enslaved men and made them give you head for half an hour,\u2019 she said, within earshot of a wholesome-looking family. \u2018And the current generation is the one that says, \u201cYou can fuck me in the ass and I\u2019ll still be a virgin.\u201d\u2005\u2019 \u201d<\/li>\n<\/ul>\n<ul>\n<li>Svetlana Alexievich explains how she gets people to open up to her (in a journalistic capacity, mind you; this advice is best not applied to your personal life; remember that Alexievich is a skilled, Nobel Prize\u2013winning professional): \u201c<a href=\"http:\/\/harpers.org\/blog\/2016\/10\/unofficial-stories\/\" target=\"_blank\">When people decline to talk it is because they do not want to relive their nightmare<\/a>. And a person who comes back from war is in a way very lonely because he feels that he cannot share this experience completely, he cannot tell everything. Here I\u2019m very honestly telling them why I need this. I tell them that the suffering cannot disappear without a trace, we need to understand how and why. And in order for people to open up you need to be an interesting person for them as well; they need to imagine that in the course of the conversation something will happen that will help them, that\u00a0<em>they\u00a0<\/em>will learn something. For example, if somebody is tied up in love and they\u2019re torn by this feeling, they\u00a0<em>do\u00a0<\/em>want to share with somebody, they\u00a0<em>do\u00a0<\/em>want to make sense of it. And especially when you are not there out of curiosity, you are not there to poke in somebody\u2019s wound, but you genuinely want to try to understand, then this is a way for people to gain that understanding.\u201d<\/li>\n<\/ul>\n<ul>\n<li>Garth Greenwell reviews David Szalay, seeing in his novel <em>All That Man Is <\/em>an inkling of European manhood post-Brexit: \u201c<a href=\"http:\/\/www.nytimes.com\/2016\/10\/09\/books\/review\/david-szalay-all-that-man-is.html\" target=\"_blank\">Szalay\u2019s subject is the loss of prestige afforded a certain kind of European manhood, the spuriousness of its foundations and the ease with which it is threatened<\/a>. If manhood is an arena of struggle in the midst of civilization \u2026 the sympathy of these stories lies firmly with the bull. The novel\u2019s characteristic mood is a kind of lambent melancholy, shot through with dark, sometimes savage humor.\u201d<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>I\u2019ve spent thirty painstaking years building my personal brand from the ground up: a signature blend of synthetic microfibers\u00a0and\u00a0dried-out pipe tobacco, shot through with the bashfulness of the Coppertone girl. But I forgot the sounds.\u00a0Whether you\u2019re a corporation, an individual, or just an abstraction, you\u2019ve got to brand yourself aurally to stand out, Jack Hitt [&hellip;]<\/p>\n","protected":false},"author":38,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2512],"tags":[19575,15253,24894,18316,16289,1132,1050,2441,15487,11218,24893,24892,19741],"class_list":["post-103306","post","type-post","status-publish","format-standard","hentry","category-on-the-shelf","tag-acoustics","tag-branding","tag-bronte","tag-david-szalay","tag-garth-greenwell","tag-interviews","tag-london","tag-marketing","tag-nell-zink","tag-restaurants","tag-sonic-branding","tag-sonics","tag-svetlana-alexievich"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v25.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The 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