Sonic branding is not, by any means, new. You even have your own: the soundtrack of your life, music from your teenage or college years that evokes an emotional response – whether pleasurable or painful – even decades later.

Combining aural and visual sensations is a powerful way to reinforce learning and create memories that are easily recalled, deep from inside your subconscious – transcending shapes, colors and other visual cues. And that’s why big brands use it, and the best, use it very well. In in our latest Perspectives article, we look at the composition process of Abdul Latif Jameel’s first unique brand sound-bed, and how it speaks to both our heritage and our future.

With five senses, why rely just on sight? There are so many other ways to engage – many people often prefer to listen to one thing and do something else.

Read more: