Now here’s a marketing term we just don’t hear that frequently. Yet, sound, sonic, or audio branding is used ubiquitously in advertising. What do you think of when you see the Intel logo? Do you hear these tones in your head? What about the NBC chimes? Logos can change every 2-3 years, but these chimes have a long history.
I discovered this article on sonic branding. And, it happens to mention Boom Sonic Branding, a company in Toronto where I worked with the late Leslie Nielsen on charity radio PSAs . Boom was kind enough to donate the recording time pro bono. Although corporations and the entertainment industry have been the mainstays of sound branding, I wonder why it hasn’t spread to smaller companies and nonprofit organizations. As a former music educator and singer, maybe this is a new calling. 
Check out the article on BrandChannel.
