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Jingles Are Out. ‘Sonic identities’ Are In.

Think of Sonic identities as highly concentrated jingles. You hear one when you press the ignition button in your car. You hear one when Alexa does what you ask. You hear one when you turn on your TV or restart your laptop. Like bits of digital birdsong, they’re contrived and designed to create an ambient environment of naturalistic consumer comfort, full of reassuring reminders of fleeting satisfaction.

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