Member-only story
When Brand Assets Backfire
Why Slack’s recognizable sound is hurting its brand
It’s a Saturday evening, and for the first time all week, your mind is fully switched off. You’re warm on the sofa under a blanket, re-watching your favorite comfort TV show, and then suddenly…sweep-knock-knock-knock!
A Slack notification sound blasts out from your phone, and without even meaning to, you tense. Your shoulders lift, your breath shortens, and you instantly start worrying about what you might have forgotten at work.
For many users, this reaction has become automatic. Slack’s once-charming notification sound now feels intrusive, urgent, and has a negative impact on users’ mental well-being.
Why has this happened? And how could Slack change its auditory elements to reduce anxiety and establish a more positive relationship between the brand and its users?
Background
Auditory elements, for example, the Netflix ‘ta-dum’ or Apple startup chime, can help to enhance brand recall. Slack makes use of this with its…
