Known as “The Hearing Doctor,” Dr. Sol Marghzar, AuD, CCCA, seeks to educate brands on how sound stimulates emotion and creates connections.
DALLAS—Stephen Arnold Music (SAM) has named Dr. Sol Marghzar as Director of Audiology. Marghzar is a certified doctor of audiology and an expert in hearing and abnormal auditory perceptions such as tinnitus (ringing or any sound in the ear or brain). He will consult with the studio and its clients on how sound impacts human emotion and why the science of sound can be applied to sonic branding and musical compositions. He will also contribute articles and interviews advising agencies and brands on how to more effectively use sound to connect with consumers.
“Sound is a powerful tool in stimulating emotion, telling stories and creating lasting memories,” says SAM founder and President Stephen Arnold. “In our increasingly voice-activated world, it’s essential to understand how sound is processed by the brain as part of a strategic approach to building sonic identities that support brands.”
Dr. Marghzar is certified by the American Board of Audiology and leads a clinic in Beverly Hills, California specializing in hearing disorders. Over the past 25 years, he has evaluated or treated more than 40,000 patients for tinnitus, hyperacusis and other problems. Known as “The Hearing Doctor,” he has supervised and trained other specialists in the field, served as an expert witness in court cases, and implemented innovative treatments for people with hearing disorders loss.
Dr. Marghzar points out that the amygdala, the part of the brain’s limbic system that governs emotion, is particularly sensitive to sound. Effective sonic branding leverages the brain’s processing system to forge deep ties with consumers. “The best sonic brands tap into our emotions, gradually and consistently,” he explains. “Eventually, they become a part of our belief system and are then almost impossible to dislodge. That’s what makes sonic branding so powerful.”
Dr. Marghzar believes that greater insight into how the brain reacts to sound will lead to more effective sonic branding. “When we hear a sound, it triggers an emotional response and creates a memory,” he explains. “When we hear that sound again, the limbic system orders the filters within the brain retrieve those memories and reproduce those emotions. There are deep psychological reasons for this. Smart brands take advantage of this to connect and inspire people in a positive way.”
About Stephen Arnold Music:
Often referred to as the most-heard, least-known composers in the world, Stephen Arnold Music’s creativity is experienced every day in more than 500 million homes worldwide. Based in Dallas, Texas, The World Leader In Sonic Branding® has more than 25 years of success delivering impactful, brand-defining music that makes a difference for today’s top networks, cable channels, content creators, television stations, digital media outlets, production companies, corporations and advertising agencies. With multiple Emmys, Addys and Promax Gold awards to their credit, Stephen Arnold Music’s specialized approach and commitment to the power of sonic branding, research, state-of-the-art production and unparalleled customer service is at the core of its promise. Stephen Arnold Music continues to set the creative bar in a highly competitive content landscape. For more information, please visit www.stephenarnoldmusic.com
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