Audio might feel new in the world of branding and marketing, but it has been an essential part of the way humans have developed a shared history. Cave paintings and early written languages of hieroglyphics get the lion's share of our attention when it comes to understanding communication in the ancient world. However, our earliest method to transfer information was spoken word, such as the renowned oral tradition African griots used to pass on customs, histories and procedures. The verbal or spoken word is linked to the aural or listening capability and establishes that the exchange and retention of shared history is a virtual loop. Today's obsession with storytelling permeating the worlds of marketing, design and content is a homage to the tradition of those griots.