Listen up. (Oh and excuse the gross image)

When Martin Lindstrom makes noise, people listen. The author and adviser to the star brands has some fascinating things to say in Fast Company about the power of sound and it's implication for brands going forward.

Lindstrom together with a team of researchers that specialize in sound identity discovered that amongst all the sounds that people respond to the most over time, many are those created by commercial brands. In fact of the top ten most addictive sounds, six were "branded" sounds. Apparently people respond more to the sonic signatures of Intel and T-mobile, the jingles of McDonald's and State Farm than the soothing sounds of rolling waves or singing birds.

Big deal you say. Well actually it is considering that 83% of all advertising right now focuses, almost exclusively, on the sense of sight. Which means many brands are missing a real opportunity to make a strong connection with consumers through sound.

For example in Lindstrom's research, the most addictive sound is a baby's giggle. Sounds (no pun intended) like the perfect sonic logo or signature for the likes of Pampers or Fischer Price or a baby food manufacturer. Another memorable sound is a cigarette being lit and inhaled. Could there be a more tasteful way to sign off a spot for Viagra.

Here are a few other sound logos and sonic signatures for brands to contemplate:

• The "Beano Fart" signature
• A purring cat sign-off for Whiskers
• The "Meg Ryan orgasmic cry" sound logo for Viagra (a little less tasteful or subtle than the cigarette)
• A toilet flushing sign-off for Dulcolax
• The horse's neigh signature for Extenze

(Sharing credit to psfk)