How using different stimuli can create an emotional connection between an individual and a company's identity.

PSFK recently discussed the opportunities of olfactory marketing with Dawn Goldworm, founder of 12.29, a scent branding agency. Scent is not the only sense that marketers are beginning to pay attention to. Sound is another stimulus often overlooked in the industry.

Hailing from Japan, Yuri Suzuki is a sound artist, designer and electronic musician who explores how sound can build a connection between people and products. Between 1999 and 2005, he worked for Japanese art unit Maywa Denki, where he developed a strong interest in music and technology. In 2013, he founded Yuri Suzuki R&D, a consultancy for several companies such as Wieden + Kennedy, KKoutlet and AIAIA. In particular, Suzuki's work for Red Stripe lager in 2011 demonstrates how a brand identity can be communicated using aspects of sound and music to create emotional connections to a brand.

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