Tuesday, May 01, 2007

Sensory branding

Companies tune in to the potential of sound

You may not have heard of Walter Werzowa, an Austrian composer, but you know his work. He is the man responsible for Intel's “sonic logo”, the five notes that interrupt PC advertisements whenever the chipmaker is mentioned. Intel's success in creating awareness of a product that consumers do not see shows how sound can be an effective (and irritating) branding tool.

Rest of the article on the Economist site.

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