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Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade

Author

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  • Fahey, Colleen

Abstract

Two major trends make it urgent to manage the audio component of a brand: the explosion of touch points and the fact that all new touch points are audio-enabled. Today, brands must strive to be as meaningful in their audio expression as they are in their visual one. Brands that want to stand out must create a distinctive audio DNA that expresses their values and then express their sound coherently across contact points. If there are graphic standards, there should be audio standards, if there is a visual style guide, there should also be an audio style guide.

Suggested Citation

  • Fahey, Colleen, 2014. "Beyond jingles and needle drops: What every brand needs to know about audio branding's power to persuade," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(4), pages 347-354, February.
    • Handle: RePEc:aza:jbs000:y:2014:v:2:i:4:p:347-354
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    More about this item

    Keywords

    audio branding; values; audio DNA; audio logo; guidelines; multi-sensory;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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