Only five of the world’s top 10 brands have sonic strategies.
Just what is a sonic strategy? Joel Beckerman defines it as a “comprehensive blueprint” for all the aural aspects of a brand’s identity: how the interior of its stores sound, what sounds its products make and what kinds of music its ads should use.
“Brands that have a sonic strategy are ones that are really thinking about how we can use music and sound to connect with people,” said Mr. Beckerman, founder of Man Made Music and co-author of the recently released “The Sonic Boom: How Sound Transforms the Way We Think, Feel and Buy.”
