BRANDS & Sounds
Brands use sound to transform everyday moments into memorable experiences, creating emotional connections through auditory storytelling.
Welcome to BRANDS &, a column dedicated to exploring the multifaceted nature of brands as entities and the realms they choose to inhabit. Each edition unveils narratives woven into the fabric of human experiences, showcasing diverse brand expressions. In this third edition, we explore the relationship between brands and sound—a medium through which stories are told, emotions are expressed, and connections are created.
The marriage between sound and commerce began its modern courtship in the 1920s, when radio waves first carried branded messages into living rooms worldwide. What started as simple musical accompaniments to advertisements would evolve into one of marketing’s most sophisticated disciplines. By 1980, French radio visionary Jean Pierre Baçelon crystallized this evolution by introducing “la marque sonique” – the sonic brand – demonstrating through research that advertisements incorporating distinctive sound elements achieved measurably higher recognition rates and drove superior sales performance.
For nearly two decades following Baçelon’s revelation, sonic branding remained largely confined to the familiar territories of jingles and audio logos. These catchy, memorable snippets served as effective marketing weapons, yet they were vulnerable to the whims of cultural trends and fleeting consumer attention spans. The landscape shifted dramatically with the dawn of the new millennium, as accelerating digital innovation cycles unleashed a cascade of audio-enabled technologies. Smartphones became ubiquitous, social networks transformed communication, voice assistants entered homes, and streaming platforms revolutionized music consumption – collectively creating unprecedented opportunities for brands to engage audiences through sound.
Today’s sonic ecosystem extends far beyond traditional advertising into the very fabric of daily experience. From the subtle chimes of kitchen appliances to the sophisticated audio interfaces of luxury vehicles, sound has become integral to how we interact with virtually every branded touchpoint. This evolution demands a fundamental shift in thinking – from creating isolated audio elements to orchestrating comprehensive sonic identities that span entire customer journeys. Modern brands must now compose cohesive audio ecosystems encompassing sonic logos, interface sounds, curated playlists, branded podcasts, and sound experiences that reinforce brand values at every interaction point, transforming casual encounters into memorable, emotionally resonant experiences.
