Because there isn’t enough noise in the world. Goldstein, a “music and sound consultancy with an outstanding track record in film, advertising, experiential marketing and sound branding,” writes about sound branding. What is sound branding, you ask? Goldstein explains:
There is a common misconception that the term Sound Branding refers only to the creation of ‘sonic logos’ or ‘sound signatures’. While these elements undoubtedly played a significant part in developing the field, it has expanded into something much richer and more valuable than a synonym for jingle-making. In its totality, it’s about the strategic curation of anything that can be usefully heard by a target audience – this could be a bespoke composition for an interactive product, the playlisting for a chain of hotels, or even an installation of generative sound art for a department store.
We would suggest a simpler–and more accurate–definition: the purposeful intrusion into an individual’s’ personal soundscape by someone trying to sell them something. Adding that the idea of companies competing by employing sound branding could quickly spiral into hell on earth in public spaces.