Here’s the second part of my fascinating interview with Steve Keller. In it, we dove into how brands can harness the power of archetypes as well as what Steve calls the three pillars of return on sonic investment.We also discussed:Music’s impact on our perception of meaningHow music soundscapes and noise affect the healthcare industryHow consumers’ experience of products often differentiates brands more than the products themselves mightPsychophysics—how our perception of reality is a combination of sensory inputsUsing sound to affect other sensesCarl Jung’s utilization of archetypes in psychologyBoth the science and art of sound—that they’re not at two opposite ends of a spectrum, but rather they’re two sides of the same coinThe importance of brands being intentional and making educated choices around soundThe problem of brands failing to make decisions based on the importance of sound, even though they understand the important role sound playsHow critical it is to devote time and energy to audio branding in addition to visual branding  Steve’s desire to inspire younger people to move even further with the current knowledge and research around audio brandingFor more information about Steve Keller, check out http://www.studioresonate.com. You can also follow him on Twitter at @AudioAlchemist_ (that underscore is important) or find him on LinkedIn at https://www.linkedin.com/in/stevekeller1/.This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).Would you consider reviewing the Audio Branding Podcast?  If so, here's the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) - please do share it with anyone you think might be interested. Thanks so much!Support the show (https://voiceoversandvocals.com/resources/)