All tagged audio branding
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.
Just over one month ago, Mastercard revealed a streamlined visual logo and a move away from relying on using the brand’s name in its marketing. And its brand transformation continues with the release of a new audio identity. To create the sound, Mastercard worked with international musicians, artists and agencies, including Mike Shinoda of Linkin Park.
“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.
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?
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.
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 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.
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.