Aug. 17, 2026
96. Sonic Branding: The Neuroscience of Sound with Aifric Lennon, Managing Director at father
Aifric Lennon began her career in neuroscience, researching how music affects the brain at Goldsmiths before becoming managing director at Father, a music and sound design studio.
In this episode, Fred Moore sits down with Aifric to unpack why sound is still "grossly undervalued" by brands, and how a landmark IPA study she led found that music perceived as surprising or distinctive drove measurable uplift in brand fame and sales. They also discuss what separates luxury sound from mainstream branding, and why AI-generated music still fails to move listeners emotionally even when they can't tell it's AI-made. A conversation about memory, distinctiveness, and what it takes for a brand to actually be heard.