As Lisa Lamb, Head of Sonic Branding for Interbrand, pointed out, sonic branding allows “increased brand recognition across a variety of platforms, since people will hear things where they are not necessarily looking. One does not have to listen to hear, whereas one does need to be looking in order to see.” Sound, particularly music, has a strong memory trigger that heightens the brain’s ability to recall. That’s why, according to Boom, a sonic brand delivers “a share of mind that visual branding alone cannot achieve.”

It is for this very reason that not only are traditional industries such as retail using sonic branding, but also why industries such as tobacco have been restricted from the use of sonic branding in the US. In 1970, the US Congress voted to outlaw the use of sound to sell tobacco, hence the reason why no one in America has heard a radio or television ad for tobacco since January 1, 1971. (Although certain restrictions do apply for print media, tobacco advertising is not outlawed outright.)

Sonic branding has no doubt been a part of our lives for decades, whether it is the jingle from an ice cream truck or a theme song for television shows such as the nightly news or the Simpsons. But sonic branding in the multimedia world has transcended the visual image by either complementing it through sound or creating a new aural brand all together. One of the most recognized sonic brands is Intel’s musical string of bleeps. Lamb noted that although many people may not be able to draw the Intel logo or even know what a Pentium chip is, they are more than likely able to be able to sing the soundbite or recognize the sound as that belonging to Intel.

This brings to question what makes a sonic brand effective? When working with a client, the Boom team look “for emotional touch points within the target market.” Based on the desired clientele, they create “a blend of sounds and mix some retro sound triggers that cater to that market, while making sure the client message is interwoven within that message.” Sonic brands are inherently scalable. Therefore, “they can be manipulated to intensify consumer/brand interactions, from a website mouse-over to broadcast messages and beyond.” However, as Nygren noted, the challenge is to ensure that the sound is harmonious with the product or brand.

The objective is to create a “memory trigger, intrinsically linking a product name, service or benefit with a pleasant memory.” Starbucks is a successful example of making its service and product an experience with a particular feeling across an international level. Through an agreement with Hear Music in 1999, Starbucks uses compilations of soothing jazzy tunes to entice the customer not only to stay for a cup of coffee, but also to identify a level of sophistication with the company name. Boom has come across many retail companies going beyond the Starbucks approach by having music specifically composed for the feel they are looking to portray. McDonald’s and Coca-Cola have been successful in this field, using “fantastic composition with a message so intrinsically woven through it that, although they change it regularly, they hit spot on.”

Aside from creating an emotional response or building a mood around an image, sonic brands also simply create familiarity, whether it is the Windows’ ethereal opening or Nokia’s over-played ring rap or AOL’s email announcement “you’ve got mail,” that relate to a certain function or activity. Dave Chaimson, Director of Marketing for Sonic Foundry, which develops digital media and Internet software tools, says that regardless of intended impact, the ultimate goal is to provide the consumer with a “new dimension setting a certain tone or mood” that offers an “aided awareness” to the product or service in question.

Kim Barnet worked as a consultant in risk management at Claydon Gescher Associates in Beijing for the past four years. She recently moved to New York and is currently seeking new job opportunities.