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Brand noise is everywhere. Your average consumer is bombarded so frequently that they’re forced to start tuning things out.

How do you break through? With sonic branding–the practice of using targeted audio cues to establish a memorable connection with your customers. In his new book The Sonic Boom: How Sound Transforms the Way We Think, Feel, and Buy, Joel Beckerman explores the power sound has on consumers. Beckerman, an expert on thoughtfully designed sound, argues that sound is a crucial part of maximizing your brand exposure.

So, what does your brand sound like? And is anybody listening?

For more information on sonic branding, read Sound: The Last Frontier of Branding. Or, check out what NPR and Fast Company have to say about The Sonic Boom.