By Sofia Serrano
As a brand, in general, you always want to connect with people’s emotions and senses in a way that eventually can create loyalty towards your brand. “For this reason, for Etihad is always about the heart,” says Amina Taher, Vice President of Brand, Marketing and Partnerships at Etihad airways. She is explaining the latest sonic identity created for Etihad.
A sonic identity is a unique sound or music connected to a specific brand, it is the translation in audio of the personality of the brand. That is why the sonic identity is more than a jingle. There is science behind the power of audio. “We associate songs to emotions and that stays with you for a long time
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