28 May 2008
A clever tactic or simply an annoying jingle...
Audio branding has been evolving for years and many of the big boys have tried all sorts of theories, to infiltrate our psyche and ensure we retain one brand over another.
From Intel to BT the brand signatures have been very effective, all be it with intensive exposure, however there are more subtle and appreciated approaches, as adopted by brands such as T-mobile with their use of the identifiable 'floating without a care in the world' style.
The question posed, is does it work and on what level? Do brand sounds and styles actually endear and create the recognition and ultimately produce the sales they are designed for? Or do they just provide a talking point at the water cooler in creative agencies?
