“ Thinking about ‘background sound’ or 'sound as a background element’ in advertising is totally the wrong place to start. The most famous earworms and soundtracks you remember are designed to do a very particular job - to make us think, feel and memorize. You don’t achieve any of that by being 'background'. If you want a brand sound to stick, it’s got to have punch, clarity and a singular message. Finding the million-dollar sauce for sound is a journey - you’ve got to follow the same brand principles as you would for every other part of your visual brand. ”
Max De Lucia
As featured in The Drum
