The article criticizes the traditional approach to sonic branding, which relies on costly jingles and often fails to resonate with consumers. It argues for a more sophisticated method that embraces sound as a foundational element of brand identity rather than a mere cosmetic addition. The text emphasizes that brands must create immersive sound experiences that evolve over time, contrasting with the static nature of conventional sonic logos. Such a comprehensive approach will better engage audiences in today’s diverse media landscape.
Sonic branding has often been presented as expensive jingles, resulting in a disconnected deliverable that fails to resonate with how people experience sound.
A comprehensive approach to sound is essential; brands should focus on creating a fluid audio experience rather than static sonic logos.
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