"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."
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.
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