BMW is remaking its distinctive double-gong sound that has ended every TV and radio commercial since 1998, leaving the graphic logo untouched, reports PSFK (link below). Even if that “sound mark” doesn’t seem instantly familiar, a quick search on YouTube of recent commercials will remind you. For a brand so very conscious of how every sense, including sound, has an affect on its customers, this is such a savvy move. We’ve been doing a lot of work on multi-sensory marketing in and out of the auto space for a while now. Check out some ideas in action at the Detroit auto show a few months back here.