While sound leapt into modern marketing withradioin the 1920s, and it's played a prominent role in advertising ever since, as a building block of branding it remains largely over-looked. That’s about to change - audibly.
As every brand needs a distinctive visual logo and livery, the instantly recognizable, emotionally rich signs of its identity, today’s forward facing brands are also creating the accompanying audio logos and language that help them stand apart.
There are several examples of the brilliant use of brand sound, (albeit from the usual suspects, including Apple which we’ll return to in a moment) but the point is pretty sooneveryone要么挑战——一个前上升或下降d it could get pretty loud in here.
Jingles as Mnemonics
Intel Inside’schimes are justifiably famous as a prime brand example and signals of Intel’s identity. These proprietary sounds are harmonious cues to memory, ormnemonics;音频的表达显著的品牌enhance engagement, recall, and attribution - all of which are critical for Intel in its role as an entirely invisible,ingredient brand.
NBC’siconic notes, the very first trademarked sounds, appear to have started it all, whileAT&Tsstart-up tones andT-Mobile’sjingle are virtually everywhere today. Looking somewhat further down the road,Applecreated an audio language based entirely on uniquely original sounds - consistent with its positioning, product line, and personality.Jim Reekeswas the primary architect of the signature sounds within Apple’s family of Macintosh computers, from the boot up to the screen shot, etc. In this, with certain exceptions, Apple has stood largely alone. However, all this changes dramatically as our interactive experience evolves with the advent of voice recognition and its enabler, artificial intelligence.
Voice recognition combined with artificial intelligence attached to the oceans of data these folks are collecting, promises to change everything. First, as your speaking voice (and your two-year-old daughter’s) becomes the routine way we access the net - and then each and every thing we want – simple talk replaces the lowly keyboard, perhaps even over-riding our scandalous love affair with the screens on our cell phones. Which means you can now source and shop the web, hands free, while gardening…or sailing…or driving...which is why Alexa is now being built into BMWs, Fords, and Toyotas…
While today only 4/10s of 1% of ecommerce is voice driven, that's bound to change; further disrupting traditional marketing and retail while reshaping the newly emerging models. And it’s in this context that sonic branding is starting to get its legs with some key people. Just how valuable is a pleasant, proprietary audio cue to, say, restocking your household supply of Pampers?
As no less thanMarc Pritchard, Chief Brand Officer,Procter & Gamblehas said:“When you think about an IOT technology on a daily basis, and it's giving you feedback, that's a lot more useful than an ad…I think it could eventually replace advertising as we know it.”
About the Author: As the Founder and Principal of Five Mile River Marketing,Louhelps companies from the Fortune 500 to venture backed start-ups look ahead, embrace change, and sustain success. A versatile business strategist, Lou’s expertise in marketing, branding, and innovation have made him a trusted advisor to some of the world’s most enduring businesses and well-regarded brands, including: AT&T, Castrol, Citigroup, Fed Ex, Labatt, Nestlé, Nikon, P&G, Sara Lee, Schweppes, and UPS.Five Mile River Marketingoffers services from defining the value proposition and go-to-market strategy to leadership facilitation and alignment; from business and integrated marketing planning to creating a dynamic brand positioning; and from how to become a truly consumer-centric organization to effective corporate, marketing, and employee communications.