"When I say ‘brand sound’, I am not talking about what tends to be the most obvious characterization of music as branding – the selection of a compelling song or soundtrack that appears on the TV commercial. I’m talking about something that in my experience very few people consider – the idea that the strategic and creative development process for brand marketing should involve, right from the get-go, a strategic approach to defining what the brand should sound like, and an actual sound/music strategy that then feeds into the auditory component of every single experience of the brand."
-- Cindy Gallop on Adotas
Earlier:
Marketers Should Create Multisensory Campaigns
