I have received numerous emails since writing a feature on the impact that Sonic Branding is having on the sports landscape. But the most interesting note I received came from Noel Franus of Sonic ID, a sonic branding and identity firm based in Portland, Oregon, who reflected on the controversy surrounding CBC after it recently lost the rights to its Hockey Night in Canada theme song.

Noel forwarded along a great article written by Mark Sutcliffe of the Ottawa Citizen that is a "must-read" for all sports professionals looking to learn more about the impact that sonic branding is having on the industry. Check out the article here!

Here is a clip of the Hockey Night in Canada that has caused a stir among Canadian hockey fans:

For additional information on sonic branding, check out Noel's informative blog on sonic branding and identity.