All tagged audio branding

Visa's sensory assets boost brand perception

Eighteen months ago, Visa became the first major payment brand to introduce multi-sensory branding when it developed sound, haptics and animation to accompany its transactions. Since then, these assets have been rolled out across over 25 countries and 1 million points of sale. Now Visa has released the results of internal research that claim that its sensory assets have increased customer trust, positive perceptions, and recall.

Smart sound: Three brands that have created interactive smart speaker apps

“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. Some brands have already begun investing in these sonic experiences.

ABC_DJ: The algorithm that turns brand values into 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.

A return to emotional marketing: BT's audio brand

Last year, whilst competitors focussed on broadband speeds and new technology, BT launched a new emotional brand positioning. "Be there" was designed to unite BT's platforms and focus on human closeness. And as "Be there" comes to fruition, BT are capitalising on their emotional approach through more considered use of music in marketing and audio branding strategy.