AARP is joining a growing list of advertisers including Intel and Starbucks who want to manage the audible component of their brands. They are worried about appealing to baby boomers, but they realize they’ll have to muscially bond with all their constituents. They hired DMI out of Pasadena, CA.

New York Times: Seeking a Distinctive Sound for People of a Certain Age – New York Times, 2006-June-5, by Stuart Elliott

…pop culture is an intrinsic part of every American’s life, and music makes up a huge part of that," said Alex Moulton, creative director at Expansion Team….
"Sonic branding is about getting something that sticks in someone’s head and is not going away," Mr. Moulton said, offering as an example the distinctive sound heard during episodes of the NBC drama series "Law & Order."

DMI is exploring a range of initiatives for AARP. They could include helping select the music to be heard in AARP advertising; marketing a line of "Happy Birthday" enhanced CD’s, featuring music video clips, photographs and links to Web sites; developing a service for AARP members to download music and podcasts; organizing touring music festivals to be sponsored by AARP; and creating an audio AARP logo.

Can any company really afford to leave the audible component of its brand to chance? What does your company sound like?