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The opportunity knocks

In: Sonic Branding

Author

Listed:
  • Daniel M. Jackson
  • Paul Fulberg

Abstract

Sound is a very strong communicator. It does some very special things that no other communicator does. If a brand can identify opportunities for sonic communications and applies some of the art of sonic branding, it gains access to a whole world of communications opportunities that it never had before - like a café in Capri. Maybe your audiences are not in a café but on the beach or in their cars, listening to the radio, or in the kitchen, making a cup of tea but listening to the TV. Perhaps your audiences are on the telephone to your call centre or on your interactive voice recognition (IVR) portal. Perhaps your clients are in the cinema, watching and listening to ads or to the film and taking messages from them. There are other places your clients could be. They could be at their computer, visiting your website or they could be anywhere with a third generation mobile phone downloading content. They could be at a conference or an exhibition or watching a corporate video or opening sound-enabled product packaging. There are so many touchpoints today where we have the opportunity to communicate through sound that the imperative for putting some investment into how a company uses these channels has never been stronger.

Suggested Citation

  • Daniel M. Jackson & Paul Fulberg, 2003. "The opportunity knocks," Palgrave Macmillan Books, in: Paul Fulberg (ed.), Sonic Branding, chapter 0, pages 5-10, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50326-7_1
    DOI: 10.1057/9780230503267_1
    as

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