6. Sonic Branding: An Introduction

13 years ago our CEO Daniel M Jackson wrote a book that marked a seminal moment in the history of sonic branding. The book is called ‘Sonic Branding: An Introduction’.

This week we have chosen to include a short extract describing the origination of sonic branding. An important moment for those lucky enough to be working in the industry, and we have been passionately leading the sonic branding revolution ever since!..


What is sonic?

The development of the marketing and movie industries over the last 100 years informs much of what we call sonic branding. The obvious connection is the way in which these two industries have used the power of sound in its various guises and in the following chapter we will start to unravel the medium of sound itself. The goal is to understand its mechanics and its relationship with humanity, so that we can fully harness the power of sound. Just before we get into things, it is worth stating that for our purposes the words 'sound' and 'sonic' mean the same things. Sonic branding has been chosen by the industry as the generic for little reason other than it just sounds sexier than 'sound'. Why this is so is a matter for phonetics and linguistics and possibly another book.

The broadest technical definition of 'sonic' is that it relates to any wave or vibration that has a frequency within the audible range of the human ear. This simple definition understates things a little but as you can probably already tell, I think sound is actually very exciting. It is also complex and something that we should really be grateful to receive. Sound is our warning sense - we can shut our eyes but we cannot shut our ears. It is also a compassionate sense because sound gives us the opportunity to listen. Sound is your baby crying (and someone else's) and sound is hearing your partner say 'I do". Sound is birdsong and whale song and police sirens. It is the wind in the trees and baby gerbils 'clicking'. It is what makes the cinema a great experience and what makes car alarms a pain in the neck.

Daniel M Jackson, CEO - CORD