Today's extract of Sonic Branding: An Introduction turns its attention to establishing a model of how to create great sonic branding.
Chapter 16 - This is how we do it
What we will seek to do in the chapters ahead is to generate a model that can be referenced by anyone who wants to make full use of sound as a brand communicator. We call this the sonic branding engine and it is the heart of our strategic approach. Even more important in sonic branding terms than the sheer creativity of musical or effects composition, it represents the essence of the sonic branding approach.'
Daniel M Jackson, CEO - CORD