In branding, especially in the days of sensory branding, sound plays a crucial role in the recognition of a brand. It doesn't mean that the sonic signature has to be a jingle or a song. Take for example the iconic sounds like the noise that plays every time your Apple computer boots up, or the growl of the Mustang engine. If you think that these are providential accidents, they are not. They were instead carefully engineered by Apple and Ford as they understood how important it would be for those sounds to create an experience for their users. Therefore strategic branding could mean coming up with signature sounds too!
Jimmy Thomas K
Head Strategy & Planning