Sound effects
Companies tune in to the potential of sound
YOU may not have heard of Walter Werzowa, an Austrian composer, but you know his work. He is the man responsible for Intel's “sonic logo”, the five notes that interrupt PC advertisements whenever the chipmaker is mentioned. Intel's success in creating awareness of a product that consumers do not see shows how sound can be an effective (and irritating) branding tool.
This article appeared in the Business section of the print edition under the headline “Sound effects”
From the April 28th 2007 edition
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