ABSTRACT
This chapter covers the work of Michael Boumendil, founder of the Sixieme Son branding agency, on sonic signatures as brand collateral. In posits the ideas of seminal branding theorists Burleigh B. Gardner and Sydney J. Levy, as essential to the considerations of what is a brand; for instance, whether brand is something more than name and logo, such as ““a public image, a character or personality”.” Boumendil considers sonic signatures as an additional means of communication for brands, distinct from using music in advertisements or creating jingles. With the proliferation of mobile sound emitting devices such as smartphones, tablets and laptops the output of his agency focuses on creating distinctive and brief sound sequences which serve the same purpose as a visual brand logo. The work of Sixieme Son, enabled by the latest digital advertising technology, is juxtaposed to examples from the history of branding, notably ancient Greece.
