Audio branding sounds good, but corporate sound sounds even better. Marketing experts get a sparkle in their eyes when these terms are mentioned, suggesting that they are seen as miracle weapons for addressing current issues in brand communication. However, when asked for a comprehensive description and definition of these Anglicisms, some so-called experts quickly reveal themselves to be amateurs. Current media reports also reflect the popularity and significance of the topic of acoustic brand management. The coverage and statements from marketing experts convey the idea that effective brand management can no longer do without the use of sound and music in a strategic approach: corporate sound is therefore essential for distinguishing corporate and product brands from competitors.