Orchestrating a sound strategy

Jackson, Dan
February 2006
Brand Strategy;Feb2006, Issue 199, p38
Trade Publication
The article focuses on the use of audio branding as a means of advertising and marketing in the U.S. The practice of audio branding takes place when using audio as a part of a corporate identity. The audio branding allows companies to have emotional appeal and textures of their products to their consumers. For an audio branding to have an appeal to consumers, it must be catchy and more melodic causing the attention of consumers from hearing to listening.


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