Sonic branding : An introduction

SUMARIO. Part I. What is sonic branding? : The opportunity knocks / Jingle all the way / What the movies did for us / What is sonic? / The sciency bit : The almond of emotion / The three elements of sound : Voice -- Ambience -- Music / Part 2. The nature of brands: A historical perspective / Brand and its symbols / McBrands / The essence of brand is belief / Turning beliefs into brands / Generating belief: the greatest story ever told / Any belief can become a brand / Definition of a brand / Branding : Distinct -- Memorable -- Flexible -- Honest / Part 3. This is how we do it : The sonic branding engine / Brand brief : Royal Institution of Chartered Surveyors -- Vizzavi (part 1) / Creative learning : Historical audit -- Competitive audit -- UK food retail -- Contextual audit / Moodboards : Vizzavi (part 2) / Identity / Sonic language / Sonic guidelines : 'Hello, it's me!' -- Choosing a voice / Sonic logo : Direct Line / Technical considerations / Experience / Appendix: Dialogues : Jon Turner, Enterprise IG -- Sam Sampson, The Brand Union -- Andrew Ingram, Radio Advertising Bureau -- Robbie Laughton, DAVE -- Tim Greenhill, Greenhill McCarron -- Ali Johnson, Sonicbrand / Glossary.