All in Research and development

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.

Audio-Analytic: Sound recognition meets audio branding

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.

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.

"Sound design is the new packaging": Audio marketing insights from VoiceCon 2018

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.