It’s not new, companies have been using sound as part of creating a brand experience since around 1950. NBC had the famous three chimes. United Airlines for years has integrated Rhapsody in Blue by George Gershwin in its branding efforts. According to a Business Week article, Fine Tuning a Brand’s Signature, companies are looking to add sound in new ways to enhance the brand experience. (see slide show) According to Derrick M. Kuzak, Ford Motor Co.'s global chief for product development, customers are incredibly attuned to the sounds of quality, but Ford hasn't been, and he believed it has cost them.
 
Think he’s crazy, think again. J.D. Power & Associates last year began measuring "pleasantness of sound" for doors, signals, and engine acceleration in its Initial Quality Study for cars. According to J.D. Power,  how a closing door sounds rates right behind impressions of exterior quality.
 
Let’s face it, sound resonates with our emotions and makes a memorable impression. That's the reason companies in a variety of markets have started hiring sound engineers to differentiate their products and enhance the quality of the brand. Ask anyone who rides a Harley Davidson motorcycle if sound matters. They may tell you a lot more than you want to hear.
 
Are you using sound as means to differentiate your brand? If so, please let me know how it came about and how it’s working.