Too often the sound is a last minute scramble in the advertising process, as advertising agencies all too often pitch ideas visually rather than sonically.

So it is no surprise that the mood set by the sound of the ad is poorly thought through in most advertising.

When is is right, it is immensely powerful.

Here is a great example of the power of sound. Another one of those clever Honda ads.

PS What is the half life of your sonic branding… 15 seconds…15 minutes or 15 years?