Why So Many Brands Use Sound To Make You Buy Stuff

Netflix made sonic logos — the new version of jingles — trendy. But its success is hard to replicate.

Netflix has “ta-dum.” Liberty Mutual has “Liberty, Liberty, Liiiberty.” Other insurance companies have a bevy of sonic logos.

In a world of increasing distractions, experts believe audio is an ideal form of communication, and some companies spend hundreds of thousands of dollars to develop a sonic logo, essentially a soundtrack for a brand, and then far more to publicize their logo to the world.

Sonic logos can increase awareness and drive sales, but companies hoping for a bold audio identity often create a sound that falls flat.

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