New Meaning for Music to My Ears

New Meaning for Music to My Ears

Trade journal Advertising Age contains an intriguing article in the April 16 edition on how companies and their advertisers are developing sounds for brands.

“What does your brand sound like?” the article opens. Those interviewed for the story have various terms to describe branding through sound, including “sonic branding” and “permanent resonance.” Said one advertising exec in the story: Music “tattoos a permanent resonance in your brain,” like learning the alphabet through music or remembering advertising jingles from childhood.

Audi in France took it to another level, creating an album specifically for the female demographic it was targeting for the TT roadster. Ad agency DDB Entertainment Paris paired up with sound designer Beatrice Ardisson, famous in Europe for designing ambient music for Paris hotels, for instance. She already owned a TT and fit the target demographic: a woman of means and “a certain age.”

The result was an album by Ardisson, entitled Take Me for a Ride, intended to depict the feel of what it’s like to drive the TT in the universal language of music.

Sound branding gives new meaning to "music to my ears."

Michelle Krebs:  is Editor-in-Chief of AutoObserver.com. Follow @AutoObserver on Twitter.