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Rise of Sonic Branding
- Companies invest heavily in visual branding like logos (Nike swoosh, Apple's apple).
- Now, they are increasingly focusing on sonic branding, using sounds to represent their brands.
From Songs to Jingles
- Early commercials used full songs, like Pepsodent's jingle about yellow teeth.
- As ads shortened, these evolved into jingles like Rice Krispies' "Snap, Crackle, Pop."
United Airlines' Sonic Branding
- United Airlines transitioned from a conventional jingle to using Gershwin's "Rhapsody in Blue."
- This marked a shift towards sonic branding, using a flexible piece of music across various platforms.