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Exploded-view illustration of a vintage ribbon microphone broken into labeled components. By Erik Walter Thompson, Sonic Branding Strategist and Founder of Walter Audio.

Exploded-view illustration of a vintage ribbon microphone broken into labeled components. By Erik Walter Thompson, Sonic Branding Strategist and Founder of Walter Audio.

Crafting a Jingle Without a Sonic Identity Is Like Commissioning a Logo Without a Color Palette

ErikWalterThompson

6 days ago8 min read

A vintage 1950s sound archive cataloging station, exploded into its components, arranged left to right. Three recorded tape reels are each paired with a correctly filled index card, slotted into a card rack. A fourth reel, equally well recorded, sits beside its own index card — but that card has no printed ruling, no labeled field, nothing for an entry to be written into at all, unlike the other three.

A vintage 1950s sound archive cataloging station, exploded into its components, arranged left to right. Three recorded tape reels are each paired with a correctly filled index card, slotted into a card rack. A fourth reel, equally well recorded, sits beside its own index card — but that card has no printed ruling, no labeled field, nothing for an entry to be written into at all, unlike the other three.

Sonic Brand as an Intangible Asset: What Your Diligence Checklist Was Never Built to Find

ErikWalterThompson

Jun 288 min read

Balance scale illustration showing a registered trademark symbol on one side and dissolving sound waves on the other, representing the CPG sonic equity valuation gap

Balance scale illustration showing a registered trademark symbol on one side and dissolving sound waves on the other, representing the CPG sonic equity valuation gap

CPG Sonic Equity: The Distinctive Asset Your Brand Valuation Ignores

ErikWalterThompson

Jun 197 min read

Image suggesting the best time to plant a tree was 20 years ago. The second best time is today.

Image suggesting the best time to plant a tree was 20 years ago. The second best time is today.

The Next Folgers Is Being Built Right Now. Is Yours One of Them?

ErikWalterThompson

Jun 158 min read

You're Renting Your Brand's Highest-Performing Asset. Here's What That's Actually Costing You.

ErikWalterThompson

Jun 311 min read

We Don't Have Earlids: The Science of Sonic Branding and Memory Encoding

We Don't Have Earlids: The Science of Sonic Branding and Memory Encoding

We Don't Have Earlids: The Science of Sonic Branding and Memory Encoding

ErikWalterThompson

May 1210 min read

Does Your Brand Pass The Sonic Smash Test?

ErikWalterThompson

May 21, 20253 min read

Ballin' on a Budget: Audio Advertising with Sonic Branding Grows Brands Efficiently

Ballin' on a Budget: Audio Advertising with Sonic Branding Grows Brands Efficiently

Ballin' on a Budget: Audio Advertising with Sonic Branding Grows Brands Efficiently

ErikWalterThompson

Mar 26, 20254 min read

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