Companies tune in to the potential of sound



You may not have heard of Walter Werzowa, an Austrian composer, but you
know his work. He is the man responsible for Intel’s “sonic logo”, the
five notes that interrupt PC advertisements
whenever the chipmaker is mentioned. Intel’s success in creating
awareness of a product that consumers do not see shows how sound can be
an effective (and irritating) branding tool.



Rest of the article on the Economist site.