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.
There’s a lot happening in the world. Through it all, Marketplace is here for you.
You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible.
Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.