All tagged audio marketing
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.
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.
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.
Brand voice and audio marketing is all the range. Whilst it's been around for decades through traditional advertising, new consumer technology like smart speakers and digital podcasts have brought it to the forefront of marketing trends. “You have a brand identity. Think about how to create it for an audio-first world,” said Claire Mitchell, director of VaynerSmart.