In response to the Inner Sense article about SixiÃ¨me Son (DW 5 September), it is great to see the field of sonic branding being paid such attention, but please do not think that the UK industry is lagging behind France. Most major brand consultancies have undertaken projects that explore the communication of a brand and its values via sound. Brand experience is nothing without the correct audio and the UK brand industry is aware of this. Over the past three years, Sonicbrand has worked with almost every major brand consultancy in London developing sonic brand identities for clients all over the world. We are not the only people in the UK focused on sonic branding and through our combined hard work we are opening brand-owners’ ears to the importance of developing a consistent way to communicate in sound. More brand-owners are looking to develop consistent sonic branding across all media, and the key to their success will be making the identity adaptable for every context that may arise. Now we need more clients to invest time and money to allow them to communicate effectively in sound. It won’t be long before major national and international brands develop complete sonic identities. We know, because we’re working on one now. Paul Fulberg Sonicbrand firstname.lastname@example.org
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