Making sound decisions: How the strategic use of sound is the next frontier in effective marketing

Nissan, the car manufacturer, tested the use of sound to create an iconic 'sound experience' that would promote the brand identity of its electric vehicle portfolio in Asia, Europe and North America.

Electric vehicles have become so quiet that they actually pose a safety hazard to drivers of other vehicles as well as to pedestrians, both of whom are accustomed to reacting to traditional combustion engine sounds. In response to this unique danger,