We live in a state of continuous partial attention, according to writer and speaker Linda Stone. We pay attention to a handful of sources of information at the same time—but only at a superficial level. To that fact, add that attention spans have been shrinking since 2000.
Now, you see the urgency of making the most of each consumer touchpoint.
As consumers tune out the excess stimulation delivered through the multitude of media channels, the competitive advantage goes to businesses that use multisensory approaches to emphasize and position the role of the brand in the customer's life.
One part of the multisensory approach is sound. Thinking of sound as filler or background music is a huge missed opportunity. When used correctly, sound has the ability to deliver a distinct branding message—and make it stick once it gets there.
Enter Audio Branding