Once upon a time, we “heard” a brand primarily though commercials that were broadcast via television and radio.
It might have been a spoken phrase with a memorable rhyme that became a positioning line easily remembered. Or a jingle that stuck in your head and kept you humming a brand name through the day. Advertisers hoped that if they were catchy enough, these moments of audio branding would become messages spread by word of mouth, engaging an audience enough to join in a vocal chorus that moved beyond the confines of TV and radio.
That was then. This is now. Continue reading