In 2019, we introduced the best audio brands ranking to gain a better understanding of how brands are using sound. The ranking is designed to identify strong and weak audio performers, determine missed strategic opportunities, and provide actionable solutions to boost a brand‘s audio value and return on investment.
Here are some of the key learnings on how to build successful and holistic sonic branding strategy.
LONGEVITY AND FLEXIBILITY
Last year, we already introduced the James Bond Sonic Identity: It has been more than 60 years since we heard the first James Bond soundtrack, but it still feels just as fresh and identifiable with each new interpretation. This is because the James Bond brand has invested heavily in its own Sonic Assets, creating a core Sonic DNA and adapting it to the zeitgeist with each film. Brand recall, memorability, and flexibility are powerful properties of this well-rounded Sound Identity.
By taking this approach, the James Bond brand has been able to ensure that every dollar invested in audio, is a dollar invested in building brand equity. As a result, it has been able to successfully communicate the brand for decades and scale the sonic brand across geographies, genres and time.