The Music Brief (3)

Since the Intel benchmark, we are in many ways even more aware of the power and potential contained within an effective Audio Mnemonic, although with this thought in mind, I feel we should also be a little careful – because as much as an Audio Logo can help to develop, consolidate and strengthen a brand – it can also harm or have a detrimental effect. So it’s important to keep in mind, that if one of your goals or intentions is to create a memorable or recognizable audio mnemonic, the traditional 3, 4 or 5 note musical logo may be the right solution but it may well not be the right audio solution, although the goal is indeed a device to create ongoing recognition and the hook factor! It occurred to me recently – just how distinctive can you be these days? . . and in this ever-expanding soundscape of ding ding ding dongs!