Get Your Earplugs Ready: The Worst Uses Of Sound In Branding

Exploited correctly, sound can elicit memory and good feelings. Done wrong--remember that noisy Sunchips bag?--it can send people fleeing.

Just as sound is one of the most powerful tools we have to tell a story, the wrong sound is one of the most powerful ways to kill one. Simply put, sonic trash is any sound that diminishes your experience because it's wrong to you. As the multiple Grammy- and Oscar-winning composer Hans Zimmer puts it: "Get rid of the shitty sound. Life's too short."

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