Audi wants you to be able to identify its brand without looking, and a consistent sonic signature is key to that. In that spirit, the company has undertaken an extensive sound capture, catalog and research program to ensure that the soundwaves drifting into your ears from the commercial playing in the next room are instantly identifiable. It extends beyond advertising, too. Even the voices and microphones used to record voicemail prompts were exhaustively auditioned for just the right sonic character.

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