Do you have a sonic strategy? If not, read on…

David Courtier-Dutton, CEO of SoundOut, outlines how to develop a sonic strategy.

Brand assets in a hybrid world

This article is part of a series of articles from the WARC Guide to brand assets in a hybrid world. Read more

Ever since the birth of radio, sound – and music in particular – has been harnessed by brands in advertising. Whether that was to embed a distinctive brand asset in the minds of consumers (i.e. a jingle/sonic logo) or to reinforce the storytelling by echoing the emotional arc of the commercial, music was a pervasive element of almost all brand communication. Then came cinema, TV, the Internet and smartphones; and audio,...

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