According to the Harvard Business Review study,
“There’s one powerful branding tool that has been generally overlooked, and perhaps undervalued by most marketers: “Sound!” The strategic use of sound can play an important role in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales… cognitive studies show that relevant sounds and musical cues can truly influence people in ways marketers want.”
A brand’s identity is incomplete without incorporating the strategic use of sound and music. While many have a strategically defined brand identity that includes usage principles for core visual and verbal components, most have no sonic identity, or it’s poorly managed. This is certainly a missed opportunity.