The sonic branding engine
Daniel M. Jackson, Paul Fulberg · Palgrave Macmillan UK eBooks · 2003
What we will seek to do in the chapters ahead is generate a model that can be referenced by anyone who wants to make full use of sound as a brand communicator. We call this the sonic branding engine and it is the heart of our strategic approach. Even more important in sonic branding terms than the sheer creativity of musical or effects composition, it represents the essence of the sonic branding approach.