The evolution of HBO's Sonic IDs

Marketers have long used Sonic IDs to associate brands with a desired behavioral response that resonates on an emotional and subconscious level. Sonic IDs can be transient, leaving a vague affinity that rises to the fore only when encountered again; however some Sonic IDs like those employed by HBO have been known to persist through repeated encounters, tied to powerful narratives festooned with emotional hooks. — Read the rest