sonic branding
Embrace disruption or become history, says Mastercard global CMO Raja Rajamannar
Marketing is at a never-seen-before inflection point; new technology is coming in everything, everywhere and all at once. Mastercard's global CMO tells Campaign that if marketers don't rise above the sea of sameness and the clutches of traditional marketing, they'll be history. Catch his wide-ranging interview here.
Why Hans Zimmer's BMW score is irritatingly good
Real car fanatics and BMW drivers want a cacophony of automotive magic, writes the co-founder of DLMDD.
Campaign Crash Course: Why and how to develop a sonic identity
There's much more to sonic branding than picking (and paying through the nose for) a popular song. An expert from MassiveMusic explains why you should consider developing a brand sound, and how to effectively approach that process.
Colgate's new hum: Brand unveils global sonic branding
What does universal optimism sound like? According to Colgate and MassiveMusic, it sounds like this.
Notes of science enter the art of sonic branding
Ambitious new projects from the likes of MassiveMusic and DLMDD are bringing fresh rigour to matching sounds with brand attributes, opening more ears to a previously mysterious process.
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