Sonic Branding: An Introduction by Daniel Jackson

By Daniel Jackson

Manufacturers became extremely important as assets of worth and a method to construct worth and maintain industry place. a lot emphasis has been positioned upon the visible illustration of manufacturers, yet this publication defines a brand new aggressive area within the production and improvement of brands--sound. Sonic branding is a brand new, fast-growing zone with regards to advertisements and media improvement of the branding event. this may be a particular publication and the 1st during this vital new area.

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Perhaps the most apposite user of sonic branding is the Radio Advertising Bureau (RAB) in the United Kingdom. It has a sonic branding strategy that focuses on its website as its primary touchpoint with its stakeholders: media planners, buyers and marketeers. The RAB uses its sonic logo on a Flash title page for the website where its download size is easily accommodated. Increasingly, we find that sonic branding projects are led by the retail environment. For all retailers, the store is the most important communications channel, far outweighing advertising in terms of the number of impacts and indeed the emotional impact of the experience.

I was eight years old and a forgotten school teacher took a bunch of kids into the playground. A couple of hundred metres away, one kid held a gong above his head and the rest of us saw him strike it. A moment later, we heard the sound. This was one of my first science lessons and it made quite an impression. The wait for the sound was less than half a second but more than enough to fascinate a bunch of eight-year-olds. The vision of our classmate striking the gong reached us at about 299 million metres per second.

There is little value for money, there is little chance for consistency between media, region and audiences or over time and a licensed track makes the music the star, not the brand. The jingle ethos of the 1920s, whereby companies commissioned and owned their own music, is an ethos that the sonic branding industry is starting to revive. If a brand-owner has the foresight to commission their own sonic branding, then they have the right to expect that they will not be held to ransom by limited licences.

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