Today, brand performance is universally recognized as intrinsically linked to business performance.
When we think of brands,we think of logos, products, advertising and digital services. But the power of brands is also consciously and subconsciously driven by the music and sounds we associate with them.
Brands have become audible and we expect to hear them even more in the near future. Smart speakers, apps and digital service interfaces increasingly determine our experience of brands as good, bad, memorable or forgettable. In this environment, brands need a coherent Sonic Brand Identity. Not only does it build an emotional connection with consumers, but is also able to significantly shape the customer experience, building brand loyalty, recall and trust over time and by repetition.
Moving towards a future where screens will not always be the most prevalent medium, brands will find that a coherent audio strategy, which compliments their visual,social and cultural equity, is essential to establishing or maintaining their competitive advantage.