I talk a lot about the importance of having a brand idea and then the importance of channeling that brand idea into everything the company does. With the recent news that Target is going to start playing music in its stores, I got to thinking. Beyond background music, is it possible to channel a brand into its own distinct sound design? What does a brand sound like? And how does one decide what sounds best represent a brand?
Enter Joel Beckerman. Joel is an award-winning Composer, Producer, Arranger, Author of Sonic Boom and Founder of Man Made Music. And he kindly agreed to answer a barrage of my questions on the topic of sound and branding.