Building brands with sound

Mark Cohen over at Ad-Supported Music Central points us to an article by Martin Pazzani.

…a growing number of marketers are beginning to see the benefits of using audio… They use music and sound as an integrated, planned, strategic communication tool rather than a lowly production afterthought.

…I have seen brand recognition and awareness, ad recall, Web visits and consumer information calls all increase by double digits by using the same carefully selected brand-based music in all TV and radio ads for a year. This level of consistency was not boring or creatively limiting, but rather, it followed the basic principals of branding that have long been used in the visual world: consistency and differentiation.

Read the whole article here

Well worth a read if you’re interested in the art and science of sonic branding and moving beyond the jingle.

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