The Sound That Made the Invisible Unforgettable.

Imagine trying to build a preference for something your customers can’t see, touch, or fully understand, and the very essence of your product isn’t even the primary reason they choose to buy it.

This was the formidable challenge faced by Intel: How do you transform an invisible, intangible product into a household name and a product that everyone wants?

The Solution?

Xylophone, marimba, and bells.

The Bong That Built a Brand

Intel’s journey into audio branding began in 1994, when the company made its foray into television advertising. Seeking to create a compelling representation of their brand in an animated logo, they enlisted the creative minds at R/GA.

It was here that a young composer named Walter Werzowa stumbled upon the opportunity to craft what would become an iconic audio signature: the Intel ‘Bongs.’

Werzowa, studying music for film and television at the University of Southern California, was tasked with evoking feelings of innovation, problem-solving, and the inner workings of a computer - all while maintaining a corporate yet inviting sound. To achieve this, he expertly blended the sounds of a xylophone, marimba, and bells.

A Lesson in Audio Branding

Unbeknownst to Intel at the time, their somewhat vague brief served as a brilliant catalyst for creativity.

While many companies request specific music styles or genres, such guidelines can stifle the creative process. By leaving the brief open-ended, Werzowa had the freedom to explore how to give the brand a voice, turning an abstract concept into one of the world’s most memorable sonic identities.

The melody itself is deceptively simple: a sequence of four notes - Db, Gb, Db, and Ab - crafted in such a way that they echo the company’s famous slogan, “Intel Inside.”

In an inspired twist, the word “In” is represented by the same note (the Db), creating a seamless connection between sound and brand.

Throwing Away Something That Isn’t Thrown Away.

Before the familiar four-note motif begins, there’s an additional sound - a single ‘bong’ note. Werzowa described this as a ‘throwaway’ note, intentionally placed to clear the mind of previous distractions.

He explained that it prepares the listener’s brain to absorb and remember the melody that follows.

This seemingly insignificant note plays a crucial role in making the audio brand memorable, highlighting the importance of preparation in effective communication.

Does Audio Branding Work?

By 2009, Intel’s audio identity was heard more than ever, resonating in over 130 countries. At one point, it was played somewhere in the world every five seconds.

This success stemmed from a strategic co-marketing campaign, where the audio signature concluded almost every commercial for devices utilising Intel processors. Even today, you can catch a glimpse of this strategy in ads like those from the electrical retailer Curry’s in the UK.

Intel’s ability to blend visual and audio branding has positioned it as a titan in the industry, showcasing the profound impact of sound in marketing. It’s hard to imagine that such recognition could have been achieved with an animated logo alone. The five-note audio identity deepens the connection with audiences in ways visuals cannot replicate.

Can Your Business Benefit from Audio Branding?

The case of Intel highlights the powerful influence of audio branding, even for companies within highly technical fields that you would not normally associate with a sonic experience.

This is where Audio Branding comes into its own. Audio Branding is:

The strategic use of audio to achieve a specific business objective.

The strategic use of audio can effectively address a variety of business challenges, including:

1. Stand Out in a Crowded Marketplace:

Just as Intel’s melody helped them rise above the competition, an audio signature can set your brand apart in an increasingly noisy digital landscape. In a world overflowing with visual stimuli, sound adds a memorable layer to your brand.

2. Forge an Emotional Connection:

Sound bypasses rational thought and reaches straight into our emotions. A well-crafted audio brand can evoke specific feelings - trust, excitement, reliability, and innovation - sometimes even more effectively than visual elements.

3. Enhance Brand Recall:

Studies show that audio signals are processed differently in our brains compared to visual information. This unique processing capability helps trigger powerful memory recall, allowing people to instantly recognise sounds like Intel’s bongs, the Netflix “ta-dum,” or the iconic McDonald’s jingle, “I’m Lovin’ It.”

4. Ensure Consistency Across Platforms:

An audio signature can seamlessly align with multiple channels - from radio and television to podcasts and social media - reinforcing your brand identity at every touchpoint.

Incorporating audio branding is not merely a strategy; it’s an opportunity to create a lasting impression on your audience. Just as Intel transformed a complex, invisible product into an auditory sensation, your brand can find its voice in a crowded marketplace through the art of sound.

Starting Your Audio Branding Journey

You don’t need Intel’s massive budget to develop an effective audio branding strategy. Consider these steps:

• Analyse your brand values and personality - what emotional response do you want to evoke?

• Start small with a signature sound or short musical phrase that can be adapted across different contexts.

• Ensure consistency by creating guidelines for how and when your audio brand is used.

• Test your audio branding with target audiences to gauge emotional response.

• Implement gradually across customer touchpoints.

Remember Intel’s lesson:

A thoughtful audio signature can make even an invisible, technical product into something memorable and emotionally resonant.

For businesses of any size, sound offers an underutilised opportunity to stand out in today’s visually saturated marketplace.

That’s where we come in.

Black Lab Music Ltd is a music production company for businesses, brands and companies. We specialise in creating bespoke, emotive music that connects with audiences and grows businesses.

To learn more about how a sonic identity, audio brand, or bespoke music can benefit your business, please get in touch with our Creative Director, Michael Coltham, at michael@blacklabmusic.co.uk or visit www.blacklabmusic.co.uk for more information.