Pop. Thunk. Click. Scritch-Scratch. Woosh. These are the kind of sounds that companies spend millions of dollars to perfect.

For Snapple, it’s the “Pop” when the top of their bottle is opened. For Clinque, it’s the “Click” of their new mascara assuring women that the container is closed. And Sharpie knows their marker wouldn’t draw the same passion from consumers, without their familiar “Scritch-Scratch” accompanying every line.

A recent article by Ellen Byron in The Wall Street Journal highlights the effort by consumer brands to perfect – or eliminate – the sound their products make.

Read it HERE