| A Paradigme Shift |
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 Since the birth of radio and TV as mass media, we have seen the rise of many new mass media the latest being the smart phone where the screen size alone begs for a clever use of sound, voice and music. The shift to electronic channels of marketing has made the need for a strategic approach to sound branding absolutely nescessary if the brand is to survive. Today corporate BRANDs is facing 'a new need' - to express the brand personality on all electronic medias. New needs, new behavior A growing number of marketers are adressing the big benefits of using audio as a design tool. They use music and sound as an integrated, planned, strategic communication tool rather than a non planned afterthought when implementing. These marketers are creating the new discipline of sound brand identity and realizing a new area of competitive advantage because sound design is the ultimate way to sets the stage for brands and engage the target group emotionally in your brand. In the past, businesses have used sound primarily as an entertainment added value without harvesting the huge potential sound has for building and maintaining emotional brand relationships. Sound is rapidly being adressed and used as a design element on equal basis with visual design, because the methology is both proven and practical. |