
The power of sound and selling

Branding and advertising are all around us. Billboards, commercials, logos — they’re ubiquitous. Often, without seeing anything — and sometimes without even knowing it — we’re subject to another kind of branding: sonic branding.
Like when the stranger next to you on an airplane powers up a laptop, and by the start up noise, somehow, your brain knows it’s running Windows. Or when a phone rings, and you recognize the default Apple ringtone.
Brands hope you associate positive things with their sonic ID — HBO wants you to remember its programming when it plays its feature presentation score before a new original movie. And phone companies strive to make un-annoying (but still recognizable) ringtones that will draw the right kind of attention.
Connor Moore is a musician who does sound design for brands — he’s worked with Amazon, Paypal and Uber Rush — and joined Marketplace Weekend to talk about the power of sonic branding.
To listen to the full interview, tune in using the audio player above.
Marketplace is on a mission.
We believe Main Street matters as much as Wall Street, economic news is made relevant and real through human stories, and a touch of humor helps enliven topics you might typically find…well, dull.
Through the signature style that only Marketplace can deliver, we’re on a mission to raise the economic intelligence of the country—but we don’t do it alone. We count on listeners and readers like you to keep this public service free and accessible to all. Will you become a partner in our mission today?