Audio Branding

Although Paul Johnson Rogers has spent most of his working life as a professional musician and composer, over the last couple of years he has been heavily engaged in an extensive and unique research project on Audio Branding. The project endeavours to answer two main questions:

• Can a product or company successfully express it's brand identity through sound?

• Is it possible to use sound to influence spending behaviour in the retail environment?

For most of us, intuition and experience suggests that the answer to both questions will be yes. However, the issue of brand identity is far more complex than it first appears. Certain results have shown that the British public is consistently associating some of our best known 'jingles' (for want of a better word) with the wrong company or product - hardly a successful result! Paul is confident that his research will ultimately enable companies to roll out marketing and advertising campaigns with a far greater assurance of branding success.