Back in 2003, long before “sonic identity” was a marketing buzzword, Daniel Jackson, founder of Sonicbrand, published one of the first, and still one of the only books dedicated entirely to the field: Sonic Branding – An Introduction.

At the time, it was a bold move. The branding world was still dominated by visuals and taglines. Sound, if considered at all, was often an afterthought. But Daniel’s book offered something different: a clear, structured approach to thinking about brand identity through the lens of music and sound.

22 years on, that thinking feels more relevant than ever.

The world of branding has evolved dramatically. We live in a multi-sensory, always-on, mobile-first world. Brands speak to us through earbuds, smart speakers, connected cars—and the power of sound has never been more obvious.

And yet, for many CMOs and brand leaders, sonic branding is still a new frontier.

That’s what makes revisiting this book so striking.
The processes, the principles, the insights—they still ring true.
If anything, it feels like the industry is finally catching up to what Daniel was advocating all those years ago.

So here’s to one of the originals.And to the future of an industry that’s only just beginning to find its voice.