This is a brand’s natal cry. More formally expressed, it is the creation of identity by means of music, notes, singing and noises. We create acoustic pictures. Visual impressions rule our life yet it is sound that gives those pictures a soul.
Sound distinguishes – an approaching SUV from a runabout, a landline telephone from a smart phone. Once memorised, sounds generate memories in our mind, ideally positive ones. Sound branding establishes a link oftentimes between simple notes and the brand. It unites composition and brand management.