Sonic branding: first it was the logo, now it’s the sonic logo

This article describes how new technology, such as wireless communication, has changed the way we respond to sounds.

Sonic branding: first it was the logo, now it's the sonic logo

Peter Matthews

Annoying they might be, but corporate jingles are big business, and set to get much, much bigger. Just as the eye-catching Nike 'swoosh' logo pole-vaulted the sports brand out in front of its competitors, and continuous marketing investment has kept it there, ear-catching sonic branding has become a new buzzword for marketers and brand consultants in our increasingly multimedia world.

Just ask Intel, the world's largest semiconductor company, how important its Intel Inside soundbite is for the organisation. The company has invested hundreds of millions of...

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