What does sonic branding mean to you?
Most people think of Intel Inside and its four note signature.
But that’s a bit like thinking of a brand as little more than a logo.
Daniel Jackson (no relation) wrote a great book about sonic branding which I recommend you read.
Jingles used to provide a handy shortcut to unimaginative advertisers.
How things have changed.
Now a brand will have a bunch of writers composing aural motifs.
And a host of different musicians able to interpret them in a variety of styles.
The brand has an entire soundscape, rather than just a simple chime.
Jackson understands that music has the power to link you emotionally to the brands in your life.
I could say the same about experiences.
It’s all about the emotional journey, and celebrating the complexities of the world around us.
This week's tagcloud
What's on my mind
About Me
- Kevin Jackson
- The glasses are important, since I’m almost totally blind in one eye. This means I have zero depth perception. Instead of making snap judgements, I have to think around a subject and look again to try and gain a sense of perspective. And that’s what I’m doing here - taking a different view of the trends and patterns around us to see if they’re as close as they seem, or further away than we thought. There’s not a discipline within the communications mix that I haven’t spent time in – what connects them though, is my passion for igniting advocacy and word-of-mouth. I’ve also worked on multi-platform campaigns for some of the world’s biggest brands, we are all on first-name terms. Ultimately, whether it’s a consumer, business or internal audience, no one is exempt from my belief in engaging experiential communications. Over the last four years ago, I’ve been busy developing relationships across the telecoms, technology, FMCG, retail and energy sectors, to name a few.
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