Recently, a graduate student in pursuit of her Ph.D. in Psychology of Music contacted me for an interview. As we spoke, I referred to the development of audio branding as a “discipline.” When we circled back around for more questions, Alison inquired about my choice of words.
“What do you mean by ‘discipline’?” she asked.
I replied that, from my perspective, the development of audio branding over the last ten years resembles the evolution of Psychology. Originally the domain of philosophers, Psychology would eventually come into its own as an accepted “discipline” – a branch of instruction and learning with clearly defined systems, paradigms and best practices.