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- Title
Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade.
- Authors
FAHEY, COLLEEN
- Abstract
Two major trends make it urgent to manage the audio component of a brand: the explosion of touch points and the fact that all new touch points are audio-enabled. Today, brands must strive to be as meaningful in their audio expression as they are in their visual one. Brands that want to stand out must create a distinctive audio DNA that expresses their values and then express their sound coherently across contact points. If there are graphic standards, there should be audio standards, if there is a visual style guide, there should also be an audio style guide.
- Subjects
BRAND name products; GUIDELINES; SOUND trademarks; BRAND image; JINGLES (Advertising songs); ADVERTISING
- Publication
Journal of Brand Strategy, 2013, Vol 2, Issue 4, p347
- ISSN
2045-855X
- Publication type
Article