Will Burns interviewed Joel Beckerman for Forbes about sonic branding. Check out an excerpt below:
The musical truth is that we must create identities as emotional stories, but also modular constructions. It’s somewhat similar to film scores where a tiny phrase or iconic sound can act as a memory trigger which is also an emotional trigger that can exist in a tiny time frame—sometimes as small as two seconds. And we are constantly reinventing our process of getting there for every different project. It’s challenging but very satisfying when we get it right!