Orchestrating Your Brand

Martin Pazzani, CEO of Elias Arts, one of the originals in the sonic branding business, explains some of the things to consider when developing a musical branding strategy including:

Have you done an objective, comprehensive and multi-touch-point audit of your brand’s audio assets?

Do you have audio-identity guidelines that cover all the points of contact your customers have with your brand?

Do these audio-identity guidelines make their way into the creative briefs used to inform the development of marketing communications?

He also identifies brands who do and don’t do music and sonic branding well.

Read the whole article here

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