The IC3 Blue Train - A little journal about design, marketing, sales and other matters

Breaking the Sound Barrier

Few people will deny that the five-note Intel jingle in all direct and co-op advertising is a strong differentiating feature of the company’s brand. And the Windows’ start-up and shut down melodies remind millions of users every day that Microsoft is here to stay. But is sound the prerogative of large corporations?

Few companies actually use sound as an integral part of their brand expression. And when they do, many chose only well know jazz, rock or classical pieces that can’t be copyrighted in association with their brand. We think that these firms pass a huge opportunity to stand out in the long-term, This can be done at very reasonable cost and, therefore, also concerns small and medium enterprises.

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