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Demystifying Sonic Branding and Identity
Noel Franus, Director of Strategy, Sonic ID US
Martyn Ware, Creative Director, Sonic ID Europe
As brand stewards, most of us rely on a standard set of processes and tools to influence perceptions and build brands. Seldom does that expertise involve sound. Yet humans are wired to respond to sound—it affects our thoughts, behaviors and actions in ways that visuals cannot or do not. This session will introduce the growing practice of sonic branding and identity; explore real-world deployments of sound as an integrated, strategic tool; and showcase cutting-edge examples of sound as an experiential differentiator for forward-thinking brands.
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