Condiment Junkie: Sound Advice

Date Added: Feb 2010
Format: PDF

For decades, brands have been paying close attention to how they look; creating visual identities which speak to their target market and help them stand out in a crowd. More recently, verbal identity has nudged its way onto the boardroom agenda, giving brands a distinctive vocabulary and tone of voice. But surprisingly, sound, one of life's most powerful means of communicating, is still considered an afterthought rather than an integral part of a brand's communication strategy. This paper explains the importance of a sonic identity.