Sonic Identity Glossary: 5 Questions with Made Music Studio SVP Kevin Perlmutter

Check out an excerpt from brandchannel’s interview with Made Music Studio SVP, Chief Strategist, Kevin Perlmutter:

brandchannel: Sonic identity has been around for a while, why should marketers pay more attention to it now?

KP: Today, sonic identity is more important than ever. As brands are moving well beyond advertising and becoming more experience-focused, new tools are required to successfully connect with audiences in digital touchpoints, in spaces and at live events. The strategic use of sound can be seamlessly woven through brand touchpoints to provide more familiar and more desirable brand experiences. There’s a lot of research around this—the right music improves brand experiences and metrics, where the wrong music can have the opposite effect.