"The biggest brands pour creativity into being instantly recognizable. A logo you can spot at 20 paces. A color palette that becomes cultural shorthand (think Oreo blue or Coca-Cola red). That visual obsession runs through every corner of marketing. TV, social, out-of-home, retail, and packaging. Millions go into crafting imagery, with every frame revised until it perfectly reinforces the brand."
"So, of course visuals matter-they always will matter. But the best performing brands aren't blinded by them. They understand that a cohesive sonic identity that spans campaigns and touchpoints ensures your brand is remembered long after someone closes their phone or walks away from the TV. YOU CAN'T AFFORD TO TUNE OUT AUDIO Too often, sound is an afterthought. Tracks are chosen on personal taste, or even whatever can still be licensed at the end of a strained budget."
Top brands invest heavily in visual identities—logos, color palettes, and imagery—across TV, social, out-of-home, retail, and packaging. High-performing brands pair visual consistency with a cohesive sonic identity that spans campaigns and touchpoints so the brand is remembered after exposure ends. Sound is often treated as an afterthought, selected by personal taste or budget constraints, yet audio is a fast, powerful emotional trigger that drives attention and brand lift. Leaving audio to chance reduces cross-channel effectiveness and creates global inconsistency. The solution is to involve audio in the creative process from the start and evaluate musical choices by objective dimensions beyond trend or preference.
Read at Fast Company
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