sonic branding case study

The Making of "Powerful Backing"

American express sonic branding.

Working with their partners at Man Made Music, American Express created an iconic sonic brand to match its incredible visual branding. Colormatics was asked to capture the process. 

Bringing Live Music to Life

Working with American Express and Man Made Music, Colormatics produced a short video including interviews with all the important decision-makers, from American Express’s CMO to Man Made Music’s founder, to explain the importance of sonic branding and how the new sonic brand was developed. 

Global Adoption

The Colormatics behind the scenes video established key buy-in inside AMEX, establishing the value of the AMEX sonic identity and further encouraging the adoption company-wide.

CLIENT FEEDBACK

Mickey alexander, man made music, production shots.

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Sonic Branding: The brand experience that ‘Sounds Good’ beyond Ads

• 24 November 2022

Emotions are evoked by the sounds we associate with a brand, for better or worse. Sound is a powerful way to give a brand experience depth and continuity, whether it’s digital or physical, familiar or unfamiliar, unexpected or on demand.

In recent years, the concept of expressing a logo through audio: Sonic Branding — has emerged as a popular strategy as brands attempt to strengthen connections with consumers through advertisements. But now, marketers are going beyond quick audio hits, which are known as “bing bongs” in the industry. They are instead embedding signature sounds almost everywhere they interact with customers, from apps to call centers to auto brands.

Auditory elements also give marketers the flexibility to adapt to rapidly changing preferences and environments in a world that is being disrupted on multiple fronts. In order for brands to stay ahead of the curve, they will need to leap into a dimension not only of sight but also of sound and mind, including identity systems, product design, and brand engagement.

Sound is often used to create emotional connections, but sonic logos (short, distinctive sound signatures) are only one types of auditory elements that help people identify, distinguish, and build connections with a brand.

Sonic Branding Is the Future in Branding 

Sonic brand identities is definitely going to be the future in branding. But how do they generate much attention over advertisements? Needless to say, creating such cacophony is challenging. Only by conducting research, comprehending the audience, identifying an emotion, and by combining originality with simplicity, can we find the inherent characteristics of the sound that best represents your brand.

“The melody has to be simple, neutral, likeable, memorable because that’s how recognition happens, and memorability happens when a melody is hummable by normal people, not classically-trained musicians,” says Rajamannar, the Mastercard’s CMO on the creation of their new sonic brand.

As he rightly says, the tone and the planning of such marking needs to engage the ideal clients. Gen Z and Recent college grads are the right age groups that can make perfect sound assets to connect with your audience who can make a big difference in the coming years.

Many brands, like HBO’s static white noise and Netflix’s recognizable “ta-dum” sound, are easily recognizable by their sounds, even if you don’t know it – which all comes under Sonic Branding. There are several other examples too some of which you may be familiar with :

• For instance, the Nokia ringtone was an excellent example of sonic branding.
• Sound branding is big at McDonald’s, and the company even has different sounds for different campaigns and markets.
• The “Intel Inside” bong uses in its audio, video, and television products is a distinctive five-note motif. Here they are creating a sonic sound signature by making use of motif .
• The default ringtone on the Apple iPhone is also another example for this.

These sounds have all strengthened brand connections, not only by increasing recognition but also by raising EQ, or “emotional quotient.” In spite of the fact that customers may not know what the company produces or sells, it is so recognizable to them.

Some Pointers for Starting a Sound Strategy for Your Brand:

A great place to start for a Sound Strategy for your Brand is to make a list of all sounds in your brand experience and do a comprehensive analysis of them to find possible opportunities. Here are a few things to think about:

• Don’t stick to just one kind of audio component. An effective sonic brand identity and strategy can also include themes, music, microinteractions, and voice, in addition to a logo.
• Make deliberate use of sonic brand assets, such as to enhance a story arc, establish a brand presence in a location where you want to make an impact, or amplify a particular aspect of your brand.
• Voice is a promising area of sonic branding because it provides the opportunity to make a brand more immediately recognizable and engage audiences on a deeper level through direct interaction.

A fast-evolving economy and a fast-crashing attention rate make sonic branding essential for connecting content to engagement. The context will be further defined by technology, as evidenced by the proliferation of voice-activated devices. In order to establish authenticity, trust, and a persona that is recognizable , brands need to develop and then expand their sonic identity. Thus, marketers can overlay promotions, video, and storytelling with a consistent sound field.

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The Case for Everywhere Sonic Branding 

Surround sound is taking on new meaning. as audio consumption surges, many brands have embraced sonic branding to convey identity and stay top of mind. now, the savviest marketers are going deeper, deploying their sonic identities across media and throughout every consumer experience. brands that don’t embrace this ‘everywhere approach’ to audio are missing out on opportunities to build long-term brand value and deeply bonded consumers.  .

More than ever, media-oversaturated Americans multi-task channels and juggle devices, challenging brands to cut through the clutter. Audio advertising coupled with strong sonic branding offer a powerful pathway to meaningfully connect with consumers along their daily journeys. With each sonic exposure, you build familiarity, trust and ultimately, affinity. 

From the sound of an electric Ford Mustang revving its non-existent cobra jet engine, to the affirming “ca-ching” note when funds hit your PayPal account, and Infosys’ new five-note sonic signature, the most sophisticated marketers are weaving sonic branding into every touchpoint across consumer experience. Sonic branding is extending from its traditional realm—advertising—into content, user experience (UX) and in-person touchpoints. It’s a holistic embrace of sound. 

Embrace Sonic Branding Across Experiences 

With verbal and visual identity firmly ensconced in our branding lexicon, here is a quick primer on sonic branding: A sonic brand is a distinctive and familiar tune, voice, or jingle that captures and communicates a brand’s identity and values, doing so without a screen or any collateral. Also called an Audio signature or sonic logo, brands deploy their sonic identities across Audio, TV, digital video, and social media. 

Where most Audio signatures used to be jingles, the most contemporary sonic logos are short, punchy and equal parts (musical) science and creativity. 

Sonic branding has proven to be a highly effective tool for advertisers. In fact, out of all the elements of Audio creative, sonic branding is the single most effective way for marketers to improve brand recognition and purchase. Those sticky sonic signatures affect not only how we feel about a brand but also how we make decisions. Radio ads with sonic branding elements are shown to drive a 17% lift in ad recall and 6% boost to  purchase intent. 1

And now, brands are extending this strategy to every consumer touchpoint. 

Best Buy is embracing the approach. The retailer’s four-note Audio signature runs consistently across video, streaming Audio content, social, and TV ads. The sound tells consumers they’ve accomplished something meaningful in their day.  

“It’s super simple. It’s just an Audio cue, but you hear it in all of our work, and it plays a role in telling the story,” Best Buy’s Executive Creative Director Bruce Bildsten said on a recent Audacy webinar on sonic branding.

To maximize their investment in sound, brands are fashioning Audio palettes with several versions and precise guidelines for deployment. Then, they can plug it in to fit different formats, such as a 3-second version for Audio or TV ads and an extended version for retail touchpoints, within products and across their digital footprints. 

Sound Across the Consumer Journey

From business services to quick service restaurants, retail, and automotive, forward-thinking brands are now deploying sound to improve customer experiences.

IT service company Infosys recently unveiled a new sonic identity to compliment the recent refresh to its visual identity. The new sound aims to reinforce Infosys’ identity and values across platforms, and it creates a new customer touchpoint. 

Infosys is using the short, upbeat tune in media, brand marketing, employee platforms, videos, and client and community events. Their CMO proudly states, wherever you encounter Infosys, you’ll hear the tune. That’s music to my ears.

Panera is a testament to the power of that approach in the consumer-facing brand ecosystem. As part of their brand refresh, Panera prioritized its sonic identity, wanting a lively Audio signature to underscore their commitment to delicious food and happy customers. The resulting sonic logo is about 1.5 seconds long, featuring a few upbeat notes and an “oh” vocal. Along with Audio, the sonic logo is featured in TV and digital video ads, and we expect to hear it chiming in stores, the drive through, the website, and app very soon. 

No category is more bullish on sonic experience than auto manufacturers. From Ford to Nissan to Lexus, car makers are incorporating sound into the driving experience.

Take Ford’s electric Mach-E Mustang: To recreate the experience of driving a traditional gas engine of the late-sixties Pony Car, Ford produced sounds that play inside and outside while the car is moving. For example, when the driver powers up the Mustang, it plays the distinctively throaty sound that defined the first generation of muscle cars. Nissan recreates driving noises, such as accelerations, in its EVs with simulated sounds. In fact, sound is deployed across virtually all user interactions with their EV lineup, reinforcing and differentiating their brand, while livening up an otherwise silent electric driving experience. 

Level Up Investment in Audio and Sound

Of course, before you can unleash a sonic brand, you have to prioritize Audio in creative and strategic planning. 

Too often, marketers focus on visual and verbal identity for print, linear TV, digital, and social media. But how a brand sounds is equally essential — and often overlooked. Audio is media’s unsung MVP. Audio and sound help brands get noticed. 

Audio is eight times more impactful  than other media, according to a recent Dentsu media study 2   

Audio ads garners 56% more attention than other media platforms , and a 67% lift in brand choice 2

We know consumers trust Audio more than any other media, and that sound builds engagement and purchase intent. When brands build a signature sound and use it frequently across touchpoints, they see results. Consumers are listening, brands need to as well.

Want to talk more about reaching your target audience?

1 Sound Creative, 2023, Audacy

2 Dentsu Attention Economy Podcast and Radio Studies, conducted by Lumen Research, 2023

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What is 'sonic branding'.

“Sonic branding” sounds like a complex concept, and it is a relatively unexplored aspect of the PR/marketing world–but it surrounds us every day. Think about sounds or jingles that you associate with brands: surely you’re familiar with this one or this one or this one . You might even remember this one .

That’s sonic branding in action.

The power of music and sound transcends language, culture and all things visual, which makes sonic branding a huge part of the promotional game for many companies. For example, anyone anywhere in the world can hear the simple tune “I’m Lovin’ It” and instantly think of McDonald’s (in fact, Justin Timberlake wrote a track around the original five-note jingle). The process of “distilling a multimillion dollar brand into a few seconds of sound” can be long and challenging, but it pays off–sonic branding signatures can be more recognizable than company logos or spokespeople.

Man Made’s founder and lead composer Joel Beckerman explains the big idea:

“Great Sonic Branding projects a brand’s image in an instant. It immediately tells an audience who you are and what you stand for. It’s one of the most powerful ways to attract an audience and invite them along as your brand evolves.”

PR pros: have you worked with sonic branding agencies? Can you think of other popular cases of sonic branding? And how important do you think a signature sound is to the overall branding process?

Patrick Coffee

• @PatrickCoffee
• [email protected]

Patrick Coffee is a senior editor for Adweek.

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Audio Branding: Now’s the Time for Brands to Invest in Their Sonic Identity

Kids back to school, office lights momentarily blinking on, widespread confusion about how many people were allowed to meet in the garden and whether we should work from home. However, uncertain our “new normal” may be, this new chapter is a ripe opportunity for brands to question how they engage with their audiences. And sound should be your answer.

We live in a strange new world, and this year’s struggles have been varied, but for all of us, a common thread is the harsh cap on our sensory experiences. Acrylic screens at dinner, computer screens for meetings, face masks to order a coffee or watch a film, no gigs, theater, sports, parties… you know the drill. Physical closeness, touch, and live experiences – they’re not exiting the COVID fog any time soon.

Our senses over the last six months have yearned for stimulation. As doors were shut across the nation by schools, universities, offices, and gyms, we craved comfort, closeness, and connection. Fortunately, however, we had just the thing – music.

Remember the Italian’s singing opera from their balconies in order to boost morale, the soothing serenading of Spanish guitar players to their neighbors from isolation, and the British people standing on their doorsteps in the weekly Clap for Carers?

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The Power of Music to Unite

While concert halls may remain empty, people have turned to music because it evokes emotion and brings color and culture to our lives. Despite many feeling the effects of isolation, from anxiety to loneliness, we have witnessed the enormous power of music and sound to calm, unite, and connect us, even when we cannot be together.

Music can be a warm hug, a favorite memory, a raving night out in the kitchen, a gentle encouragement to start the day, or a soothing note in the evening. And the stats show that we have capitalized on the mystic powers of listening on a monumental scale.

Radio has boomed as a place of solace and real human connection for many, the Spotify ‘every day is like Sunday’ station aided the lockdown languor for millions. Meanwhile, a report from Deezer, a British industry body, the BPI, and the Royal Philharmonic Orchestra found that across the world, the streaming service saw a 17% increase in classical listeners between April 2019 and April 2020. What’s more, podcast listenership doubled this year alone, and an estimated 50% of all searches are being done via voice .

Brands Must Take Note

It is clear that music and sound have never played a more crucial role and are reaching more people in more significant ways than could have been anticipated. Brands must therefore take note and consider sound as a core component of their brand architecture Brand architecture defines the role of each brand and acts as a guideline for the interrelationship between the brands in your organization. .

Audio branding isn’t new. Over the past few years, we have seen several notable brands investing in their sonic identity; with Mastercard, Formula 1, Aldi, and Volkswagen amongst just some of the brands who have embarked upon sonic branding journeys.

And just last month, entertainment giant Netflix launched a new version of its sonic logo for cinemas, created by the legendary composer Hans Zimmer to zhoosh up its infamous “ta-dum” sound. Even before this collaboration with Zimmer, Netflix held the gold standard in sonic branding: global fame. And with the latest version, Netflix has taken its prime piece of audio real estate and put it on steroids.

The Netflix “ta-dum” is so much more than just a sound. It impacts viewers’ behavior – creating anticipation for great entertainment and encouraging them to settle down into their sofas for a few hours of escapism. If the original sonic logo had the effect of transforming our living rooms into cinemas, the new version by Zimmer turns cinemas into amphitheaters, highlighting why sound is such an essential ingredient for any brand.

Sonic Branding: More Than Just a Jingle

However, sonic logos are just the beginning. Proper sonic branding is about looking at your brand sounds everywhere – in more places than you might first think – and managing that sound experience for every consumer and touchpoint across every market. It’s the opportunity to weave yourself into the public consciousness and connect with people in places their ears can reach, but their eyes can’t always see.

Make no mistake; businesses across the world and all industries are faced with extraordinary challenges over the coming months. Competition is high, spending is low, and uncertainty is still peaking as new lockdown measures are announced. But in this face of unpredictability, one thing is for sure; the medium of sound is paramount in both attracting and maintaining customer loyalty. Right now is the perfect time for brands to stop and reflect on how to mindfully and effectively introduce their sound to the world. Because right now, people are listening,

In truth, music, and sound connect and inspire us, bringing us together, a universal language that transcends cultures, people, and geographies. Surely that is the dream for any brand – to be heard, known, and recognized worldwide?

About the Author

Max De Lucia is co-founder and client director of specialist sonic branding agency DLMDD.

Yes we totally agree with you that sonic branding is going to revolutionize the way we brand our product and services. It’s obvious that we as human beings feel what we hear and see so hearing has always been a part of marketing. But sonic marketing will revolutionize the way we behave to a particular sound and be influenced by it. And it’s about time we must try to get familiar with sonic branding and improve our brand identity along with It. Thanks for sharing this article with us all. It’s nice to see that you’re helping your readers with such high quality content.

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Sonic Marketing Strategy 2024: A Case Study

In today’s rapidly evolving digital landscape, effective marketing strategies are crucial for businesses to thrive. One brand that has consistently excelled in this regard is Sonic, a leading player in the fast-food industry. In this article, we will take an in-depth look at Sonic’s marketing strategy for 2024 and uncover the tactics and techniques that have propelled their success.

From leveraging digital advertising tactics to implementing innovative brand promotion techniques, Sonic has left no stone unturned in enhancing their online presence. Their SEO optimization methods and social media engagement strategies have helped them effectively reach their targeted audience. Furthermore, Sonic’s market research analysis and competitive analysis frameworks have provided valuable insights, enabling them to stay ahead of the competition.

Key Takeaways:

• Sonic’s marketing strategy for 2024 encompasses various digital advertising tactics and brand promotion techniques.
• SEO optimization methods and social media engagement strategies play a crucial role in Sonic’s online presence enhancement.
• Market research analysis and competitive analysis frameworks drive Sonic’s targeted audience outreach.
• Sonic’s marketing strategy is a testament to the importance of staying ahead in a competitive industry.
• Continual evolution and innovation are key factors contributing to Sonic’s success.

The Importance of Sonic Branding in Marketing

Sonic branding plays a critical role in establishing a strong brand identity, especially in today’s digital landscape where audio content consumption is on the rise. By strategically using sound, brands can create powerful and memorable experiences for their audience. This section explores why sonic branding is essential in marketing and how it can reinforce brand recognition and enhance the overall brand experience.

In an era of intense competition and short attention spans, sonic branding provides a unique opportunity for brands to stand out and make a lasting impression. When executed effectively, sonic branding can evoke emotional responses, strengthen brand recall, and cultivate a deeper connection with consumers.

One of the key benefits of sonic branding is its ability to transcend language barriers and cultural differences. Sonic elements, such as distinctive jingles or sonic logos, can instantly trigger brand associations and create a sense of familiarity across different markets and demographics.

The Rise of Audio Content Consumption

With the exponential growth of podcasting, streaming platforms, and voice-controlled devices, audio content consumption has become a prevalent part of people’s daily lives. This shift in consumer behavior presents a unique opportunity for brands to engage with their audience through sound.

Whether it’s a podcast intro, a catchy tune in an advertisement, or even a simple sound effect, brands can leverage sonic branding to create a memorable auditory experience that resonates with their target audience . By integrating their sonic identity consistently across various touchpoints, brands can create a cohesive and recognizable sonic signature.

Moreover, audio content consumption allows brands to connect with consumers during moments when visual attention may be limited, such as when driving, doing household chores, or exercising. This makes sonic branding an effective tool for reaching and engaging with consumers even in situations where traditional visual advertising might not be as effective.

The Power of Sound in Shaping Brand Perception

Sound has a profound impact on our emotions and can subconsciously influence our perception of brands. By carefully crafting sonic elements that align with a brand’s values and personality, marketers can shape how consumers perceive and interact with their brand.

Think about the iconic Intel sound or the distinct melody of the Nokia ringtone. These sonic identities have become synonymous with their respective brands and instantly evoke recognition and positive associations. Sonic branding allows brands to communicate their unique attributes, evoke specific emotions, and differentiate themselves from competitors.

As brands continue to explore new ways of engaging with their audience and establishing meaningful connections, the importance of sonic branding in marketing will only continue to grow. By harnessing the power of sound, brands can create an immersive and unforgettable brand experience that sets them apart in the crowded digital landscape.

Colgate Sonic Identity Campaign: A Success Story

The Colgate Sonic Identity Campaign exemplifies the power of utilizing sonic branding to create a profound emotional connection with consumers. This section explores the successful collaboration between Colgate and music agency Massive Music in developing a unique sonic brand identity. By leveraging various sonic elements, Colgate was able to reinforce brand recognition and evoke strong emotional resonance among its target audience.

The partnership between Colgate and Massive Music allowed for the creation of a sonic brand identity that resonates with consumers on a deeper level. Massive Music, a renowned music agency known for its expertise in crafting sonic experiences, worked closely with Colgate to develop a diverse range of sonic elements. These elements, including a distinctive sonic logo, audio signatures, and captivating soundscapes, were meticulously designed to align with Colgate’s brand values and evoke positive emotions.

With careful consideration for the global reach of Colgate’s products, the sonic elements were adapted to suit different markets and cultural contexts. Massive Music’s expertise enabled them to create adaptations that maintained the brand’s integrity while resonating with local audiences. This strategic approach ensured that Colgate’s sonic branding remained consistent across various touchpoints, reinforcing brand recognition and establishing a sense of familiarity and trust among consumers.

The success of the Colgate Sonic Identity Campaign can be attributed to its ability to evoke emotional resonance with consumers. The carefully crafted sonic elements, such as the brand’s sonic logo and audio signatures, create an auditory experience that captures attention and fosters a sense of connection. By tapping into the emotional power of sound, Colgate was able to forge a deeper bond with its audience and differentiate itself in a saturated market.

Sonic Elements Developed for Colgate Sonic Identity Campaign

By integrating these sonic elements consistently across its marketing channels and touchpoints, Colgate achieved increased brand recognition and emotional resonance. The Colgate Sonic Identity Campaign serves as a testament to the effectiveness of sonic branding in enhancing the overall brand experience and creating a lasting impact on consumers.

Sonic Branding in Consumer Touchpoints

Sonic branding is no longer limited to advertising alone. Brands are now incorporating their audio signature and sonic logo into various consumer touchpoints, extending their reach and enhancing brand recognition. By leveraging the power of sonic branding across audio, TV, digital video, and social media, brands are creating consistent and memorable experiences for their audiences.

One of the key benefits of implementing sonic branding in consumer touchpoints is improved brand recognition . When consumers hear a consistent audio identity across different channels and mediums, it strengthens their association with the brand and helps them form stronger recall. This increased recognition ultimately leads to a deeper connection and familiarity with the brand.

Moreover, sonic branding has a significant impact on purchase intent . When consumers encounter a brand’s sonic identity during their buying journey, it creates a subconscious association with the brand, influencing their decision-making process. By strategically placing their sonic logo and audio signature within touchpoints such as advertisements, videos, and social media content, brands can drive higher purchase intent among their target audience.

Let’s take a look at some examples of brands that have successfully used sonic branding in their consumer touchpoints:

Example 1: Starbucks

Starbucks has effectively incorporated their sonic logo, consisting of the sound of a coffee grinder and the voiceover “Starbucks”, into their advertising campaigns, mobile app, and in-store experiences. This consistent audio presence across touchpoints helps create a cohesive brand experience and fosters a sense of familiarity among customers.

Example 2: Intel

Intel’s iconic sonic logo, known as the “Intel Inside” jingle, is instantly recognizable and synonymous with their brand. By embedding this audio signature in their TV commercials, online videos, and product packaging, Intel has amplified brand recognition and established a strong sonic identity within the tech industry.

By strategically implementing their audio signatures and sonic logos in consumer touchpoints, brands can enhance their brand recognition and influence customer behavior. The seamless integration of sonic branding across various platforms creates a unified brand experience and fosters a deeper connection with consumers.

Brands Embracing the Power of Sonic Branding

In today’s competitive market, brands are recognizing the power of sonic branding in creating memorable and engaging brand experiences. Best Buy, Infosys, and Ford are key examples of companies that have successfully embraced sonic branding to enhance their customer interactions and create a distinct brand identity. By prioritizing sound deployment across various touchpoints, these brands have effectively connected with their target audience and elevated their brand experiences.

Best Buy: Amplifying the In-Store Experience

Best Buy, a leading electronics retailer, understands the significance of sound in shaping customer perceptions and driving engagement. With strategic sound deployment in their stores, they have created an immersive shopping environment that captures the attention of shoppers and enhances the overall experience. From carefully curated playlists to unique in-store announcements, Best Buy incorporates its sonic identity consistently, reinforcing its brand image and creating a pleasant atmosphere for customers.

Infosys: Building a Sonic Brand Identity

Infosys, a global leader in consulting and technology services, has leveraged the power of sonic branding to build a strong brand identity. By incorporating their sonic elements across various touchpoints, including video advertisements, social media campaigns, and web interfaces, Infosys has created a cohesive and recognizable brand sound. This consistent sonic deployment not only enhances brand recognition but also reinforces their commitment to innovation and excellence in the technology industry.

Ford: Uniting Brand Touchpoints with Sound

Ford, a renowned automotive brand, has embraced a comprehensive approach to sonic branding by unifying its brand touchpoints with sound. From their commercials and online videos to in-car audio experiences, Ford ensures that its sonic identity resonates with customers throughout their journey. By integrating their brand sound consistently, Ford enhances brand recall, reinforces their core values, and strengthens the emotional connection with their audience.

By highlighting the examples of Best Buy, Infosys, and Ford, it becomes evident that brands that prioritize audio in their creative and strategic planning can create powerful brand experiences. These brands have integrated their sonic identities seamlessly across various touchpoints, allowing them to connect with their audience on an emotional level and reinforce their brand equity . This emphasis on sonic branding not only enhances brand recognition but also results in long-lasting impressions and increased customer loyalty.

The Effectiveness of Sonic Branding in Advertising

Sonic branding has become a powerful tool in advertising, leaving a lasting impact on consumers. Its ability to engage and connect with audiences through the medium of sound has made it a valuable component of successful marketing campaigns . In particular, radio ads have proven to be an ideal platform for leveraging sonic branding elements, resulting in increased ad recall and purchase intent.

Research studies have consistently shown that incorporating sonic elements into radio ads significantly improves ad recall. By integrating unique sonic branding elements such as jingles, melodies, or sound effects, brands can create a memorable auditory experience that sticks with the listeners long after the ad has aired. This enhanced recall not only reinforces the brand identity but also increases the chances of conversion when consumers are making purchasing decisions.

Additionally, sonic branding elements have been found to positively influence purchase intent. By infusing radio ads with carefully crafted soundscapes that align with the brand’s sonic identity, advertisers can evoke emotions and create a sense of familiarity. This emotional resonance can drive consumers to develop a stronger connection with the brand, leading to an increased likelihood of making a purchase.

For example, a study conducted by Nielsen found that radio ads with sonic branding elements were 40% more likely to drive purchase intent compared to ads without sonic cues. This demonstrates the significant impact that incorporating sonic branding can have on consumer behavior.

One of the underlying reasons for the effectiveness of sonic branding in advertising is its ability to build brand affinity. By consistently using sonic branding elements across different marketing channels, including radio ads, brands can establish a strong and identifiable audio signature. This signature not only helps in creating brand recognition but also facilitates a seamless and cohesive brand experience for consumers.

To illustrate the impact of sonic branding in advertising, consider the following table showcasing the results of a radio ad campaign conducted by a popular fast food chain:

As depicted in the table, the ad that incorporated sonic branding elements achieved higher ad recall (68%) and purchase intent (53%) compared to the ad without sonic branding elements (49% ad recall and 35% purchase intent).

In conclusion, the use of sonic branding elements in radio ads has proven to be highly effective in increasing ad recall and purchase intent. Brands that strategically leverage sonic branding can create a memorable audio signature that builds brand affinity and influences consumer decisions. By capitalizing on the power of sound, advertisers can establish a distinct and recognizable identity that resonates with their target audience.

Creating a Sonic Brand: The Process and Guidelines

Developing a sonic brand involves a carefully crafted process that encompasses the creation of sonic elements and the establishment of guidelines for their strategic deployment. By following a systematic approach, brands can ensure the development of a distinctive and memorable sonic identity that resonates with their target audience.

Firstly, the sonic branding process begins with a thorough understanding of the brand’s values, personality, and target market. This knowledge forms the foundation for crafting sonic elements that align with the brand’s identity. These elements can include sonic logos, brand jingles, mnemonic devices, and audio signatures.

Once the sonic elements are ideated, the next step is to define the audio palettes for the brand. Audio palettes refer to a collection of sonic elements that work harmoniously together to represent the brand across various touchpoints. By establishing cohesive audio palettes, brands can maintain consistency and reinforce brand recognition.

However, it is essential to consider the flexibility of the audio palettes to accommodate different formats and deployment across various touchpoints. This adaptability ensures that the sonic branding remains effective across platforms such as TV advertisements, radio spots, online videos, and social media content.

To guide the usage of the sonic branding elements, brands should establish clear guidelines that outline how the sonic elements should be deployed consistently. These guidelines provide instructions on when and how to use the sonic branding elements to maintain a cohesive brand experience for the audience.

Example Sonic Branding Process

Sonic branding and customer trust.

Sonic branding plays a significant role in building consumer trust and engagement. The impact of sound on our emotions and subconscious is well-documented, and brands are harnessing this power to create meaningful connections with their audience.

When executed effectively, sonic branding has the ability to capture attention, enhance brand recognition, and differentiate a brand from competitors in a media-saturated environment. By incorporating unique and memorable audio elements, brands can stand out and create a lasting impression on consumers.

Engagement is a key factor in building trust with consumers. Sonic branding can evoke emotion, trigger memories, and create a sense of familiarity, leading to increased engagement and a stronger connection between the consumer and the brand.

Furthermore, sound has a strong impact on our purchase intent. Research has shown that incorporating sonic elements in advertising can influence consumer decisions and drive action. The use of audio cues and sonic branding in marketing campaigns can subconsciously guide consumers towards choosing a particular brand, increasing their likelihood of making a purchase.

Brand recognition is another crucial aspect that sonic branding contributes to. By consistently utilizing sonic elements across different touchpoints, such as television, radio, and digital platforms, brands reinforce their identity and ensure that consumers can easily recognize and recall their brand.

In a competitive market, where consumers are constantly exposed to various brands and messages, sonic branding provides a unique opportunity for brands to cut through the noise and make a lasting impression. By leveraging the power of audio, brands can capture attention, enhance engagement, and build consumer trust.

Sonic branding creates a holistic brand experience, reinforcing the brand’s values and identity at every consumer touchpoint. From a jingle in a radio ad to a sonic logo in a social media video, brands have the opportunity to engage consumers through sound and leave a lasting impression.

Key Takeaways

• Sonic branding enhances brand recognition and differentiation in a media-saturated environment.
• Sound impacts consumer emotions, engagement, and purchase intent.
• Consistent use of sonic elements across touchpoints reinforces brand identity.
• Sonic branding helps brands stand out, build trust, and create meaningful connections with consumers.

The Future of Sonic Branding in Marketing

In today’s rapidly evolving marketing landscape, sonic branding is playing an increasingly significant role in identity creation and customer engagement. As technology continues to advance and consumer preferences shift, brands must adapt their marketing strategies to stay relevant and memorable. Let’s explore some future trends in sonic branding that will shape the marketing industry.

1. Enhanced Audio Experiences

As audio content consumption continues to rise, brands will focus on creating enhanced audio experiences to engage and captivate their audiences. Utilizing sonic branding will enable brands to create a distinctive identity that not only reinforces brand recognition but also evokes emotional responses and enhances customer engagement. By incorporating carefully crafted soundscapes and personalized audio signatures, brands can create immersive experiences that leave a lasting impression on their customers.

2. Multisensory Branding

Sonic branding is no longer limited to just sound. Brands will increasingly embrace multisensory branding, incorporating a combination of sound, visuals, motion, and haptics to create a holistic brand experience. By integrating sonic branding elements into various touchpoints, such as visual branding, packaging, and retail environments, brands can create a consistent and memorable identity across all senses, enhancing brand recognition and customer engagement.

3. Artificial Intelligence Integration

With the rapid advancement of artificial intelligence (AI), brands will utilize AI-powered technologies to curate personalized sonic experiences for individual customers. By leveraging data analytics and machine learning algorithms, brands can create intelligent systems that adapt their sonic branding based on customer preferences, behavior, and context. This level of customization will enable brands to tailor their sonic identities to resonate with each customer, enhancing customer engagement and loyalty.

4. Interactive Sonic Experiences

The future of sonic branding will involve interactive experiences that allow customers to actively engage with brands through sound. From voice-enabled devices and chatbots to interactive ads and sonic games, brands will create opportunities for customers to actively participate and connect with their sonic identities. These interactive experiences will not only strengthen brand-customer relationships but also provide valuable insights for brands to further refine their sonic branding strategies.

5. Cross-Cultural Adaptation

As brands expand their reach into global markets, successful sonic branding will require effective cross-cultural adaptation. Brands will need to tailor their sonic identities to align with diverse cultural preferences, ensuring that their sonic branding communicates the desired message and elicits the intended emotional response across different regions. This cross-cultural adaptation will be crucial for brands to establish a consistent and meaningful connection with their target audience worldwide.

As the marketing industry continues to evolve, the role of sonic branding in identity creation and customer engagement will only grow stronger. By embracing future trends and incorporating sonic branding into their marketing strategies, brands can create a powerful and memorable presence that resonates with their customers. Sonic branding is not just the future; it is an essential tool for brands to leave a lasting impact in the digital age.

In conclusion, the Sonic Marketing Strategy 2024 exemplifies the power and effectiveness of sonic branding in the realm of marketing. This strategy has successfully enhanced brand recognition and created meaningful emotional connections with consumers. The case study of Colgate’s Sonic Identity Campaign serves as a testament to the success of integrating sonic elements across various marketing touchpoints.

As the marketing industry continues to evolve, sonic branding will play an increasingly vital role. Brands will need to adopt sonic branding to create a consistent and memorable identity that resonates with their target audience. By incorporating sonic branding into their marketing strategies, brands can stay ahead of the curve and keep up with the ever-changing digital landscape.

The Sonic Marketing Strategy 2024 showcases the potential and future trends of sonic branding, pushing the boundaries of identity creation and customer engagement. By leveraging sonic branding, brands can establish a strong presence in the market and establish trust with their consumers. With its ability to enhance brand recognition and emotional resonance, sonic branding is a valuable tool for marketers in the digital age and beyond.

What is sonic branding?

How does sonic branding reinforce brand recognition, how can sonic branding enhance the customer experience, which brands have successfully embraced sonic branding, what is the impact of sonic branding on advertising, what is the process of creating a sonic brand, how does sonic branding contribute to consumer trust, what are the future trends in sonic branding, how does sonic marketing strategy 2024 utilize sonic branding, related posts.

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Siriusxm marketing strategy 2024: a case study, sony games marketing strategy 2024: a case study.

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Mastercard's multisensory marketing: A masterclass in sonic branding

“At Mastercard, we strive to ensure that our brand is instantly recognizable and top of mind. Our sonic melody and overall audio strategy gives us the opportunity to extend our iconic symbol and create something even bigger that we can use to meet people where they are naturally, rather than being intrusive with annoying ads or pushing a brand message.”

At the Cannes Lions Festival 2022 , Mastercard launched its first music album, “ Priceless” . Yes, you read that right. On the face of it, one of the world’s largest payments and tech companies releasing a record might seem like a bizarre stunt at best. However, this album is a long time in the making and is the latest, calculated step in Mastercard’s hugely successful sonic branding strategy that continues to push the boundaries of digital marketing practices.

In a world where consumers are constantly being bombarded with constant messaging and clutter, it can be easier to tune out advertisements rather than to acknowledge them. Multisensory marketing opens the door for a unique opportunity to reach the minds and hearts of consumers. By tapping into all five senses, marketers can connect to their desired audience on a deeper level and develop more subconscious associations, such as trust and reliability.

Sonic branding is a critical extension of overall branding. It is not just about having nice background music or a jingle. It is the creation of comprehensive audio brand architecture . Just as a brand typically has a logo and a design system that people associate it with, marketers need to create a sonic brand identity that people can instantly recognize.

We spoke with Mastercard CMO Raja Rajamannar who has sparked and championed multisensory marketing for several years to understand how Mastercard built its sonic brand and curated the “Priceless” Album, and why this has been such a powerful marketing strategy.

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Sonic branding is an emerging concept within digital marketing but has its roots in traditional jingles. Mcdonald’s is a classic example with its instantly recognizable whistle. Indeed, this concept takes the time-old practice of jingles and elevates it to another level, as Rajamannar explains.

“We used to have jingles to create strong associations between a tune and the brand. Though that approach is unidimensional, jingles have been highly effective. Today, marketers need to go way beyond jingles.” “At Mastercard, we strive to ensure that our brand is instantly recognizable and top of mind. Our sonic melody and overall audio strategy gives us the opportunity to extend our iconic symbol and create something even bigger that we can use to meet people where they are naturally, rather than being intrusive with annoying ads or pushing a brand message.”

Mastercard breaks down its sonic brand into three levels that needed to be carefully curated: The brand architecture, a sonic signature, and an acceptance sound. Each of these levels involves different iterations of the same melody.

Combined, these levels make up Mastercard’s sonic brand which has been recognized as the best audio brand in the world for three years running.

Level 1: The brand architecture

The key to building a recognizable sonic brand lies in consistency and adaptability. Mastercard is a global business. Its sonic brand needed to be heard within each of these markets and illicit a positive response. This required building an overarching melody. Rajamannar elaborates:

“At Mastercard, we created a comprehensive sonic brand architecture starting with the creation of a 30-second melody. This is the core DNA of the sonic brand, a collection and sequence of notes that create a tune that is, primarily, very pleasant.” “This melody is part of every one of our ads, as the background or foreground music. It is also played at all Mastercard events and gatherings. We even made ring tones out of it, dozens of them, that anyone can download.” “As such, the melody has been extremely well tested to make sure that it is validated by neurological studies, which found it to be evocative, memorable, and hummable. We worked with neuroscientist and music experts to make sure the sounds created positive emotions and reactions.”

Mastercard is also a highly localized company. Accordingly, the melody had to be versatile, adaptable, and appropriate to each location and its culture.

“We tested the melody around the world to create a sound that was adaptable to regions and worked across genres. People can relate to it and like it in any part of the world.”

Level 2: The sonic signature

Mastercard also wanted to ingrain this melody into the day-to-day lives of its audience. Accordingly, the team wanted to develop a shorter iteration of the melody that would be as recognizable as Intel’s sound logo, without losing the power the melody offered.

“What is unique in our signature sonic signature is its derivation from a melody. By maintaining a firm connection to its root melody, and thereby working together with the sonic melody, it reinforces our sonic identity.” “Every ad of ours ends with this sonic signature. It’s the second level of sonic branding and we looked for more opportunities to populate it. For example, all the company laptops and PCs play the sonic signature when they start up.”

Level 3: The acceptance sound

Lastly, the third level is a further subset of Mastercard’s sonic melody which measures just over one second (1.3 seconds).

“It’s embedded into the physical and digital points of all interaction with Mastercard. We call this our acceptance sound. Every time a payment transaction goes through successfully, people will hear the reassuring sound of Mastercard. As of right now, our acceptance sound is incorporated into 235 million points of interaction around the world and moving forward strongly.”

This sound, although tiny, has huge power. 78% of customers prefer the acceptance sound and animation when shopping through in-store and digital channels; and there are 3.4 times strong assurance around trust, safety, and acceptance when this sound is used.

The “Priceless” Album: A unique sonic branding activation

“As one of the world’s most iconic, recognizable brands, we introduced our first ever music album as a way for people to enjoy our brand through our collective passion for music.” “Driving our commitment to connect people with their passions, we chose to partner and support ten emerging artists from around the world (including Michael Rice of the UK). Each of the artists integrated our sonic melody into their songs representing a range of genres and diverse interpretations.” “Music connects, inspires, and uplifts us all. It is among the most popular global passions – it connects us all universally no matter your background. As we continue to build the equivalent of our visual brand logo and design system in the audio space, our album creates a significant moment for us to connect to people in a fun, culturally relevant way.”

Building a ‘glocalized’ sonic branding activation

Mastercard is a global brand. It offers services and connections to people in 210 countries and territories . As with any component of its brand architecture, this required Mastercard to consider how it could balance a consistent, globally recognized sonic brand with the need for local adaption. Rajamannar explains how Mastercard ensured its sonic brand was localized to the numerous cultures they operate within when recording “Priceless.”

“We worked closely with Executive Producer Niclas Molinder to find these exceptional, multitalented artists who represent the breadth and range of music that embody this album. We partnered with emerging global talent who span a variety of cultures, languages, and genres — this core element of the album’s identity makes it relevant to people of all diverse cultures. People from all over the globe can relate to and enjoy these songs, as well as expose others to types of music they otherwise may have never found. “

It was important for Mastercard to ensure the latest activation of its sonic branding strategy would advance its multisensory marketing strategy forward and allow it to keep its finger on the pulse with the latest technology and platforms for audience engagement.

“Our first ever music album is a way for us to take our sonic branding approach to the next level. People are engaging more with voice enabled devices – through wearables, Internet of Things – the album is part of our strategy to stand out and stay relevant in this medium.” “What we have learned is that traditional marketing is a way of the past. We are finding innovative ways to connect with people and in this instance, by subtly integrating our sonic melody into music that consumers enjoy, we are adding to their experience rather than taking away from it. We are using this sonic DNA integration to build closer connections to those with a passion for music while staying authentic to the artists’ vision and style.”

Measuring for success

There are two key areas Mastercard studies when looking to track the success of the Priceless album activation and broader sonic branding strategy: a brand perspective and a business perspective. Rajamannar discusses each in turn:

“From a brand perspective, we have received validation that our sonic DNA is innovative and stands out against our brand peers (meaning we are catching consumers’ attention in an environment where it’s difficult to do so). We have been recognized as Best Audio Brand by Amp every year since we launched our sonic DNA.” “Secondly, the business perspective. As mentioned, in just a few short years our sonic transaction sound is present at 235 million points of payment around the world. This rapid growth is incredibly exciting for us. When people use their Mastercard they are assured their transaction went through safely and securely.” “When we think about benchmarks, we need to realize that what we’re doing is the first of its kind – this isn’t your typical jingle or sound logo. In a world with smaller screens and more audio-enabled devices, the sound is important to ensure the consumer knows your brand is present. By implementing our transaction sound around the world, we increased awareness and recognition for our brand and increase business success.”

Exploring the other senses

Mastercard is not solely focused on sonic branding. As a part of Mastercard’s overarching multisensory marketing strategy, Rajamannar elaborates on two further pillars: Touch, and taste.

“Our Touch Card is a poignant example of how we are using the sense of touch to make our business more inclusive. This aligns with our company mantra of “doing well by doing good.” Touch Card is not only beneficial for those who are blind and low sighted, but good for business. We know that impactful change needs to be sustainable for business and society.” “Secondly, taste. We’ve created bespoke macarons in partnership with upscale retailer Laduree that represent our brand – red symbolizes passion and yellow symbolizes optimism. Also, the two circles mimic the look of our logo. By creating these unique culinary experiences, and having a taste associated with our brand, we’re able to strengthen our connection with consumers. We also have “Priceless Restaurant” in São Paulo, “Priceless With Estoril” in Mexico City and “Mastercard Bistro” at Rome International Airport; and partner with some of the most celebrated chefs around the world.”

Rajamannar has sparked and championed Mastercard’s overarching multisensory marketing with numerous other sense-based activations over the past three years. If the payments and tech company can turn a meringue into an impactful marketing strategy, it’s clear no sense is safe.

For Mastercard, the future of marketing is about connecting with consumers in new, ground-breaking ways that resonate and stand out with people – and to do so, sonic branding and multisensory marketing will play a huge role.

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• Sonic Branding

Sonic branding, a sound strategy that fuels business growth

We all respond to sound and rhythm, from our earliest heartbeats to the most complex compositions. music and sounds conjure up feelings, memories and emotions, and we will use their elemental power on your behalf., we'll create the sound of your brand. we’re great believers in ‘once heard, never forgotten’., our 5 step sonic branding approach, we have created sonic identities for the very best..

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Click for much more, we’re excited to share our recent sonic branding venture titled “future charged” for yuno energy, the shining beacon in ireland’s energy supply landscape., this isn’t merely about catchy jingles or short-lived sound bytes. our audio toolkit is a comprehensive suite of sound assets, meticulously designed to ensure brand consistency, recognisability, and emotional resonance., 'dare to dream' was developed to embody the spirit, creativity, and significance of mbrl., paying tribute to the rich arabic history to which they owe so much. the iconic library building overlooks dubai creek, built in the shape of a rehl, the traditional wooden bookrest used to hold the quran., emarat's sonic identity, titled 'infinite excellence', we’re honoured to have crafted the sonic identity for emarat, a brand that has fuelled the uae’s journey for over 40 years. our sonic touch aims to be a subtle yet memorable part of that ongoing legacy., "this is our time", if you visited expo 2020 dubai, you would have heard its iconic original theme song., the song was written and produced by our very own joe dickinson and the team at withfeeling led the sound strategy at expo 2020 dubai. the theme song went to the top of the charts in the mena region and set the tone for the mega event., audio branding plays a key role in capturing listeners’ attention wherever they encounter it: from films, tv and radio to podcasts; from presentations and retail stores to exhibitions and even a walk through outdoor public spaces., we are thrilled to share our latest sonic branding project titled “awwal bait” which means “first house” for the islamic arts biennale in jeddah, in collaboration with our dear friends at apco., in its inaugural edition, the islamic arts biennale brings together centuries of faith and artistic expression. taking centre stage at the iconic hajj terminal of king abdulaziz international airport in jeddah, the biennale celebrates cultural, intellectual, and artistic achievements that trace their origins to the house of allah, awwal bait (“first house”)., you may have already heard the short sonic logo, but now you can hear the full-length track in all its glory. the piece is called 'dubai millennium', horseracing began in the emirate of dubai in october 1981, when the dusty camel track hosted the first thoroughbred race meeting. three races were run – a sprint, a mile, and a mile and a half, organised by the office of his highness sheikh mohammed bin rashid al maktoum, vice president and prime minister of the uae and ruler of dubai…, we create audio and sonic identities that best reflect and amplify your values., power of audio brand assets, a graphic universe is not enough to build connections with the brand..

With most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all.

To gain advantage on this leveled playing field, there’s one powerful branding tool that has been generally overlooked — or perhaps undervalued — by most marketers: sound. (Sonic Branding)

With of our increasingly audio-enabled media environment , the strategic use of sound can play an important role in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.

Harvard Business Review

Our sonic branding approach, check your current sound.

• Objective : See what sound or music you're already using and how it fits your brand.
• Take stock of any music or sounds in your ads, website, or stores.
• Look at what your competitors are doing sound-wise.

Decide Your Sound Style

• Objective : Figure out the kind of sound that suits your brand.
• Have a team meeting to discuss what your brand should "sound like."
• Make a playlist of sounds or music that everyone thinks fits the brand.

Make Your Sound

• Objective : Create the actual music or sounds you'll use.
• Work with musicians to turn your ideas into reality.
• Test these sounds with a small audience to see how they react.

Put It All Together

• Objective : Start using your new sound in your marketing.
• Make a guide that shows when and where to use your new sounds.
• Train your team so everyone knows how to use the new sounds correctly.

Keep It Fresh

• Objective : Make sure your sound stays up-to-date.
• Regularly check how well your new sounds are working.
• Update your sounds if your brand changes or if they're not having the impact you want.

YOUR SOUND, YOUR SOUL

Sound assets are key to strong brands., the nokia and intel jingles , the jaws or bond themes, someone singing ‘im lovin’ it’ , or the deep voice of a german man saying ‘das auto’ . the ting sound you associate with sparkly clean teeth or when you sit down at the end of the day to relax and hear the “ba bam” on netflix - these are all memorable sounds we associate with brands., sound is a powerful way to connect with people., as a sonic branding agency, we've built fantastic working relationships over the last 20 years..

“I have been working with Chris at WithFeeling for over 7 years and I have to say it is always a pleasure. He always gives great creative options when sound designing and has no problem in going the extra mile. As a sound engineer it is impossible to fault him. Fast, efficient and his work is always faultless. Truly recommend working with Chris, not only is a a great profesional but also a really nice guy.” David Morgan Executive Producer at What's Possible Group

“I have had the rare privilege of working with Chris for four years at Expo 2020 and he has been an incredibly loyal and dedicated colleague. Chris has such a huge diverse skill across multiple creative film, audio and digital platforms and software processes. He has been instrumental in delivering mutilple and layered changing background sound to Expo as well as the sonic identities, digital screen content and of course the brilliant production of the inspiring and hopeful Expo theme tune. Chris has a artistic creative mindset twinned with the latest technology knowledge and the nohow to practically and logically implement. The exact opposite of a creative nightmare Chris is a patient, perceptive and receptive individual and very confident and capable of managing with grace in the most changing and complex environments. As either a team member or leader, Chris earns my highest recommendation.” Grant Reid Creative transformation leader with extensive experience engineering skill

Our award-winning team is passionate about bringing to life sensory-led experiences for business, events and physical spaces using brand voices, original music compositions and sound design.

Chris brings many creative talents as Co-Founder and Managing Director of WithFeeling, a renowned sonic branding agency based in Dubai. He developed his skills across various disciplines during his impressive twenty-year career as a senior music producer and award-winning multimedia expert. Chris is a valuable asset to any project because of his expertise in music strategy, sonic branding in the Dubai market, consulting, music production, and talent management.

Chris has worked with various well-known brands over his lengthy career, including the BBC World Service and Expo 2020 Dubai, producing excellent results and guaranteeing a distinctive sonic presence. His broad range of industry experience enables him to offer clients creative and practical solutions that strengthen their brand's identity and leave a lasting impression on their target market.

Chris was a notable employee of Expo 2020 Dubai and was instrumental in the creation of the song that served as the event's official theme, "This is Our Time." Additionally, he was instrumental in producing the event's unique sonic branding and identity. Chris expertly oversaw the creation and implementation of a compelling audio strategy that kept goers interested for six months by incorporating immersive soundscapes into all of the event's public spaces.

Chris oversaw the audio and media production for numerous custom events, conferences, and exhibition spaces during Expo 2020 Dubai in addition to his work on the sonic branding. His duties included overseeing a skilled group of animators and designers in the area of multimedia production. Over the course of the six-month event, they created thousands of compelling pieces of content that were displayed on more than 500 screens. For all visitors to Expo 2020 Dubai, Chris's vibrant leadership and thorough approach to multimedia ensured a memorable and captivating experience.

Sonic Branding Effectiveness: Transforming Brand Identities through Sound

Sonic landscapes: redefining beauty with sephora’s inspirational campaign, sound and beauty for ramadan 2024, harmonising dubai: the future of musical metro stops, production of audio guides: crafting immersive journeys, music and sound for stc’s saudi founding day film: a withfeeling creation, uniting cultures and sustainability: the symphony of the gcc pavilion at expo doha, crafting immersive soundscapes at the 321 festival with al sayegh, sonic branding in urban parks: harmonising nature and cityscapes, the symphony of history: integrating sound in museums and cultural spaces, we've worked with some of the biggest global brands, ready to hit the high notes, all you need is love, and a subscription to our bi-monthly newsletter.

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Going Forward

Access to information was once a luxury afforded only to the wealthy. Today, no matter how many billions an Elon Musk or a Bernard Arnault may possess, they rely upon the same smartphone and network as you and I to stay connected.

STC provides the luxury that so many of us can afford; fast, strong and secure access to the world’s information. And in STC pay they are driving the digital payments market across their region, so Mr Musk can handle his bills too. Here is how they developed the sound of their brand.

STC was established in 1998 and has quickly become one of the largest and most loved brands in Saudi Arabia. It has achieved this through its drive, dynamism and devotion to its customers, and its services have brought openness and access to the people of the Kingdom and much of the MEA region.

As an international brand, tasking itself with the mission of Going Forward but with deep rooted heritage within Saudi Arabia, we faced a unique challenge to blend the future with past and to deliver an emotional connection through music and sound.

BRAND THEME

The first Sound Trademark in SA

Supported by Sonicbrand, The Sound Of STC was the first sonic identity ever to receive a trademark in the Kingdom Of Saudi Arabia. This has paved the way for all others in the Kingdom to own and invest in sonic branding.

Application

“We were very happy with the outcome and the tools provided give us unlimited opportunities to expand our sound identity to many new exciting applications.

This has been such an exciting project   and we look forward to where we can take the sound of STC next.”

Faisal Almalki Brand Management GM

Case Study: Lexus

The big picture.

As a visionary brand that anticipates the future for people and society, Lexus understands the powerful role sound plays in the customer experience.

Innovation is in their DNA. From the moment the brand launched in 1989, Lexus redefined luxury car ownership, challenged dealership norms and customer perceptions and delivered unparalleled product and service.

In 2021, Lexus set their sights on their next transformational brand moment, one that uses sound and music to connect with luxury car buyers in innovative and exciting ways. Lexus teamed up with Made Music Studio to design a strategically crafted sonic identity, research-backed to improve emotional connections at every brand touchpoint. Together we created a sound that opens the door to a new era of driving experiences, one that connects the confidence of expert craftsmanship with the thrill of cutting-edge technology.

This sonic signature will create a unique audio association for Lexus with our consumers.

– Vinay Shahani, Chief Marketing Officer, Lexus

the challenge

As a brand known for putting guests at the center of everything they imagine, create and do, Lexus looked to enhance its brand strategy to build relevance, attribution, and emotional resonance with its growing Gen Y audience.

Lexus introduced a number of new partnerships, platforms, and ways to inspire a generation that is embracing the spirit of innovation. Part of the new phase of Lexus was an enhanced, audio-forward marketing strategy for a younger, more diverse audience.

Lexus needed a distinct sonic brand asset that:

• Could be flexible enough to meet Gen Y everywhere their journey might take them: from traditional advertising, to music streaming, to sound-on social platforms • Captured both the soul of Lexus and its dedication to excellent craftsmanship • Served as a warm invitation into a new era of luxury car experiences

the approach

Our goal was to design sound the way Lexus engineers their vehicles: to stir a range of emotions and curate a distinct luxury experience for every driver. For some, the feeling is pure exhilaration, driven by our innovation and engineering. For others, it’s a feeling of sheer comfort created by Lexus’ craftsmanship and unparalleled design. To capture those emotions, our music needed to be expressive and expansive.

We took inspiration from two words that are core to the Lexus brand:

• Takumi Craft: The Japanese word for “artisan,” signifying that every musical element is crafted with precision.

• Omotenashi 2.0: A portmanteau that blends the word omote (meaning “public face, or an image you wish to present to outsiders) with nashi (meaning “nothing”). When combined, the complete word means every service is from the bottom of the heart – honest, no hiding, no pretending.

The Lexus sonic logo, affectionately named The Open Door, brings together these two elements to express the highest level of luxury and hospitality through unique, organic instrumentation and breath. Take a listen:

Initially you hear the iconic sound of a Lexus vehicle’s door, followed by a swell of bright notes and a vocal flourish. The Open Door is a warm welcome into the Lexus experience, one of next-level luxury and the confidence in solid and innovative craftsmanship.

the results

The Lexus sonic logo stirs emotion and increases desirability in the listener. It is quantifiably proven to increase emotional appeal along the customer journey, from advertising, social content, to dealerships and brand events.

After less than a year in market, the Lexus sonic identity is the #1 performer amongst some of the world’s most recognizable sonic logos, as measured by Sentient Decision Science . The logo has also demonstrated notable lifts in recall and brand association:

• Outperforming 97% of sonic logos in market, including Nissan, Netflix and T-Mobile • Brand Attribution – 1 in 14 Americans can attribute the Lexus sonic logo to the brand • 59% of listeners are able to recall hearing the sonic logo after first exposure

The new sound of Lexus sets a clear and bold direction for the future with a musicality that speaks to the drivers and dreamers of tomorrow.

creative team

Amy Crawford – Executive Music Producer Brian Scherman – Executive Music Producer Casey Trela – Music Co-Producer Josh Getman – Music Co-Producer Alexandre Cote-Sergent – Composer + Music Co-Producer Evan Marien – Composer + Music Co-Producer Justine Ryan – SVP, Managing Director Chihiro Shibayama – Account Executive Joel Beckerman – Founder + Executive Creative Director Lauren McGuire – President