“Alexa, tell Whirlpool to start the dishwasher.” That may not be the phrase you imagined saying on a day-to-day basis, but commands like these might soon be the norm. Smart speaker apps are still in their infancy - most help with simple tasks like listening to the radio or checking the weather. But the marketing potential is huge and some brands have already begun investing.
Philips’ mission is to make life better through innovation. MassiveMusic was tasked with creating a comprehensive sonic identity for the Philips brand. The global music agency counts Nike, BMW, and UEFA amongst its clients. Its main source of inspiration? The humble lightbulb - a globally recognised symbol of ideas, creativity, and imagination, and a product highly relevant to Philips’ history.
TV viewing habits are changing. The past few years have seen furious debate over whether traditional television advertising is “in trouble” or “alive and kicking”. This leaves brands and advertisers in a predicament - where and how to advertise? And when it comes to audio branding, where can they deploy sound most effectively?
When smart speakers like Amazon Echo and Google Home “listen”, their understanding of the sonic environment is usually limited to spoken word. Audio-Analytic has been described as “the Shazzam of noise”. Their sound recognition technology is already helping brands deliver better customer experiences, and now they are envisaging a future where this relates more directly to audio branding.
Music affects our restaurant experience on both a sensory and commercial level. In contrast to the usual algorithmic approach, the New York Times recently brought to light the contribution of Ryuichi Sakamoto and his pursuit to improve the background music in his favourite local Japanese restaurant in Manhattan.
Background music and noise - known as "retail atmospherics" - are ubiquitous in retail, and for food and beverage brands. With competition from online food providers, physical stores are trying to compete on a more experiential level. Now researchers have studied how ambient music and noise levels affect retail selection - specifically healthy or unhealthy food choices.
Speaker company Sonos is making its mark on the stock exchange in more ways than one this week. To accompany its IPO debut, Sonos also revealed a creative collaboration with the Nasdaq Stock Market: a redesigned bell sound for the company. The sound of the Nasdaq bell had remained unchanged for 18 years.
How do you create an audio identity for a brand that celebrates "music without limits"? This was the challenge for audio branding agency Sixième Son when they created sonic assets for the Philharmonie de Paris. The Philharmonie de Paris is a cultural centre that encourages exploration of music.
Our reactions to music are complex and often personal. So how can a brand accurately choose music that fits its personality and resonates with its audiences? ABC_DJ aims to provide audio branding agencies with sophisticated tools that support their creative processes. Their powerful algorithm, developed over three years, selects brand-relevant music based solely on its audio characteristics rather than manually assigned tags.
The International Sound Awards are generally regarded as the most important prestigious audio branding accolades. The awards are organised by the Audio Branding Academy with the aim of "making the world sound better". This year sees 22 projects nominated over 10 categories - a 46% increase since 2017, which reflects the boom of the audio branding industry.
The Music+Sound Awards is an opportunities to celebrate excellence in music and advertising through sync, sound design, composition, and production. This year's judging panel features Oscar-winning composer Mychael Danna, The Notebook composer Aaron Zigman, and representatives from agencies such as Yellow Boat Music, Bleeding Fingers Music, and ASCAP.
Over the past four years, mass-produced beer sales have stalled as consumers enjoy 'craft' brews or move away from beer altogether. Carlsberg Group responded with a visual rebrand that focussed on the company's Danish roots and history. Now their sonic brand has followed suit: Audio branding agency Sonic Minds have developed a new Carlsberg Group audio identity, which aims to communicate the company's history and unify the brand's sound across products and countries.
UEFA's Europa League have refreshed their visual and sonic brands in an attempt to accentuate the bolder, more authentic characteristics of the league, in contrast to the prestigious feel the Champions League. The Europa League audio assets consist of a brand anthem, along with 20 shorter variations for use in idents and bumpers.