Commusication

By John Groves

Subjects: Advertising, Music in advertising, Psychological aspects, Brand name products, Branding (Marketing)

Description: Sound Branding is both old and new. It is so old that the church has it and so new that it has to be explained to virtually every marketing or brand manager. While brands have spent considerable sums of money on visual branding, they have sorely neglected the way they sound, becoming the victims of unsystematic, unstructured and almost random use of sound and music. However, Sound Branding can increase the effectiveness and efficiency of brand communications, through a structured process of developing, implementing and managing the sound and music that a brand uses for its communications. M.