CNBC TV – COVID19 ADVERTISING
How James Bond can help brands stand out from the advertising crowd
How James Bond can help brands stand out from the advertising crowd
Some say TV commercials during the COVID19 pandemic have ended up looking and sounding the same. So could a strong sonic strategy, that goes beyond a jingle, help brands stand out from the crowd?
Hear from CNBC International, featuring Mastercard‘s CMO, Raja Rajamannar, and the CEO and Founder of amp sound branding, Michele Arnese!
How James Bond can help #brands stand out from the #advertising crowd! ? https://t.co/0HjrbwkR6x @CNBCi@michelearnese @Mastercard ?#sonicbranding #holistic #SonicDNA #sound #strategy #advertising #SonicStrategy #BestAudioBrands2020 #brand #recognition #audio #communication
— amp sound branding (@BrandingAmp) June 2, 2020
Sound has the potential to enhance experiences and connect with our feelings and ideas in ways that evoke authentic emotion and trust in the brand itself.
very nice interview with @JamesWrightTV for @CNBC together with @RajaRajamannar from @Mastercard about the power of #sonicbranding to stand out from the #advertising crowd #sonicdna #sonicstrategy #jamesbond @BrandingAmp https://t.co/EdJBU8jby5 https://t.co/ltS3rIUQW7 pic.twitter.com/dMDfQh9bNS
— Michele Arnese (@michelearnese) June 2, 2020
There are a lot of possibilities to integrate the brand communication into seamless customer experience, if you are able to watermark your brand in the soundtrack of a commercial.
You can filter your own identity through the different tonalities and emotions that are required by certain communication.
That’s why we are talking about having a SonicDNA, which is more than just one musical motif. It’s a set of ingredients that you can take on a journey trying to adapt them in a right way for the right context.
And in the COVID19 context it is more somber and empathic way of communicating.
Best Audio Brands 2020 Brand Reel
Listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands – click here.
Read more about in our Best Audio Brands 2020 Report and find out how and if brands are taking advantage of sound and music for consistent brand experience across a multitude of touchpoints.
WARC – Lessons from Best Audio Brands 2020 Ranking
Finding the right notes: Lessons from the top FIve best audio brands
Interactive voice technologies are becoming a bigger part of consumers’ everyday lives. As a result, brand visual identities get less attention. To establish brand recognition, it is therefore more important than ever for brands to think about how they sound.
Finding the right notes: Lessons from the top FIve best audio brands
Interactive voice technologies are becoming a bigger part of consumers’ everyday lives. As a result, brand visual identities get less attention. To establish brand recognition, it is therefore more important than ever for brands to think about how they sound.
Essentially, brands have been over-utilising or prioritising the sonic logo; assuming this is synonymous with a sonic identity. We’ve all heard McDonald’s ‘I’m loving it’ or Intel’s ‘Wave’ countless times. It has a familiarity that promoted memorability in the era of broadcast media. However, this single melody approach falls short of achieving meaningful results in a world dominated by multi-channel media and a vast range of social and service-technology platforms all vying for our attention.
Mastercard jumped from its 72nd position to the top spot in the space of a year. It proves not only that brands can successfully adopt a sonic strategy relatively quickly, but also that those that do so are indisputably reaping the benefits that come from one. In every landscape, from bricks and mortar to digital, Mastercard is visible – to both the eyes and ears.
Shell, on the other hand, might not have a strong association with music but it has a sonic identity, containing a memorable melody used in its sonic logo and music tracks. The central melody can be expressed in many styles, from hard-hitting electric guitars to Thai and Turkish adaptions. The resulting sonic strategy is built on a corporate jingle, dressed in different ‘outfits’ depending on need. The key to its second-place position is the consistent use of its sonic identity across all digital channels.
Best Audio Brands 2020 shows that another sonic asset has become increasingly important this year: voice. Apple, Google and Amazon complete the top five due to the strength of their product sound and use of voice.
Read more at WARC.com to find out more about our Best Audio Brands evaluation and more insights on how the top five brands are taking advantage of sound and music for consistent brand experience across a multitude of touchpoints.
Top Best Audio Brands 2020 Ranking – B&T
The Best audio brands leaders in 2020
Introduced in 2019, the Best Audio Brands Ranking is the first of its kind study, measuring how effective brands are in using sound. Building on Interbrand’s highly respected “Best Global Brands Index”, the ranking is designed to identify strong and weak audio performers, determine strategic opportunities, and provide actionable solutions to boost the sonic value and return on investment of brands.
The Best audio brands leaders in 2020
Introduced in 2019, the Best Audio Brands Ranking is the first of its kind study, measuring how effective brands are in using sound. Building on Interbrand’s highly respected “Best Global Brands Index”, the ranking is designed to identify strong and weak audio performers, determine strategic opportunities, and provide actionable solutions to boost the sonic value and return on investment of brands.
Using a rigorous analytical process, Best Audio Brands quantifies audio brand performance against a range of criteria such as trust, recognition, engagement and efficiency. The analysis details how brands are extending their audio presence beyond a single sonic asset – such as a sonic logo – to adapt to the changing landscape of digital consumer touchpoints where audio enhances brand recognition, engagement and findability. It also calculates audio brand efficiency – the estimated return on investment in sonic assets.
performance of several leading brands from 2019, with Shell being the only brand
to retain its position in the top five. McDonald’s, Disney, Intel and Coca-Cola
have been superseded by Mastercard, Apple, Google and Amazon in the top spots.
The top five performers in the ranking – Mastercard, Shell, Apple, Google and
Amazon – achieved their places through two distinct strategies. Both Mastercard
and Shell have created and successfully deployed a holistic sonic identity, that is
recognisable and adaptable across all digital and physical consumer touchpoints.
Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.
Listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands – click here.
Best Audio Brands 2020 Ranking – campaign UK
Mastercard dethrones McDonald’s to be named best audio
Campaign is the world’s leading business media brand serving the marketing, advertising and media communities. Since the first launch of amp’s BEST AUDIO BRANDS RANKING in 2019, Campaign is covering the yearly sonic developments of the brands. It is giving their audience insights directly from the world’s first research on Sonic Identities.
Mastercard dethrones McDonald’s to be named best audio
Campaign is the world’s leading business media brand serving the marketing, advertising and media communities. Since the first launch of amp’s BEST AUDIO BRANDS RANKING in 2019, Campaign is covering the yearly sonic developments of the brands. It is giving their audience insights directly from the world’s first research on Sonic Identities.
Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.
You can also listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands – click here.
Best Audio Brands 2020 Ranking – Aithority
The BAB leaders in 2020
AiThority is part of a publishing house iTechnology and is a digital publication dedicated to covering AI and futuristic technologies. They are giving unique insights to their audience into the changing universe of intuitive technologies and are deepening the understanding of how machines learn, think and work. It is a resource on the future of technology.
The BAB leaders in 2020
AiThority is part of a publishing house iTechnology and is a digital publication dedicated to covering AI and futuristic technologies. They are giving unique insights to their audience into the changing universe of intuitive technologies and are deepening the understanding of how machines learn, think and work. It is a resource on the future of technology.
The Best Audio Brands Ranking 2020 reveals a significant difference in the performance of several leading brands from 2019, with Shell being the only brand to retain its position in the top five. McDonald’s, Disney, Intel and Coca-Cola have been superseded by Mastercard, Apple, Google and Amazon in the top spots.
If you want your brand to be recognizable in a screenless era, you have to develop a sound that fits brands’ visual and cultural standards. By developing a holistic sonic strategy that works across all digital touchpoints, you will be able to follow the developments in the sound industry and create a unique consumer experience.
Read more here to find out how 100 most influential brands are using sound and music for consistent brand experience across a multitude of touchpoints.
amp’s Best Audio brands Ranking – Campaign Asia and Pacific
Mastercard dethrones McDonald’s to be named best audio
Providing insights and intelligence into the ideas, work and personalities shaping the region’s marketing-communications industry, Campaign Asia-Pacific dives deeper into important subjects and presents the most compelling information that matters to businesses in the fastest-growing and most exciting communications market in the world.
Mastercard dethrones McDonald’s to be named best audio
Providing insights and intelligence into the ideas, work and personalities shaping the region’s marketing-communications industry, Campaign Asia-Pacific dives deeper into important subjects and presents the most compelling information that matters to businesses in the fastest-growing and most exciting communications market in the world.
Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.
Listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands – click here.
Best Audio Brands 2020 Ranking – Horizont
Sound On: Mastercard Debuts Sonic Brand
HORIZONT – Zeitung für Marketing, Werbung und Medien is a German magazine specialized in marketing, advertising and media. As such, on their platforms, they promote relevant news from the industry. For the second year in a row, #Horizont is covering the development in the #soundbranding industry and communicating to its audience the newest brand accomplishments, beyond their visual identity.
Sound On: Mastercard Debuts Sonic Brand
HORIZONT – Zeitung für Marketing, Werbung und Medien is a German magazine specialized in marketing, advertising and media. As such, on their platforms, they promote relevant news from the industry. For the second year in a row, #Horizont is covering the development in the #soundbranding industry and communicating to its audience the newest brand accomplishments, beyond their visual identity.
Read more here.
SOUND SPECIAL – W&V
The dawn of the Sonic Logo: The evolution of Sonic Branding in the golden age of audio.
Werben & Verkaufen is one of the leading media houses for specialist information in the fields of marketing, media and communication and is part of the media group of Süddeutscher Verlag. For over 50 years, they have stood for independence, reliability and expert knowledge in the communications trade press.
The dawn of the Sonic Logo: The evolution of Sonic Branding in the golden age of audio.
Werben & Verkaufen is one of the leading media houses for specialist information in the fields of marketing, media and communication and is part of the media group of Süddeutscher Verlag. For over 50 years, they have stood for independence, reliability and expert knowledge in the communications trade press.
Driven by the internet of things, sonic branding is developing extensively. As the proliferation of smart speakers and other screenless smart devices continues to grow and audible content such as podcasts is on the rise, consumer relationships with brands are increasingly shaped by sonic experiences. This is the decade of audio.
So how does Sound help brands to connect to consumers? How can Sound help brand differentiation in the clutter? And how are brands taking advantage of sound and music for a consistent brand experience across a multitude of touch points?
These and other insightful answers you can find in our Best Audio Brands Research.
Best Audio Brands 2020 Ranking – Mediatel
Mastercard, Shell and Apple named 2020’s best audio brands
Mediatel is the UK’s leading provider of media tech, data and thought-leadership.
Mastercard, Shell and Apple named 2020’s best audio brands
Mediatel is the UK’s leading provider of media tech, data and thought-leadership.
‘Best Audio Brands Ranking 2020‘ is built on Interbrand’s ‘Best Global Brands Index’ and quantifies audio brand performance against a range of criteria. Mastercard and Shell found themselves in the top for creating and deploying a “holistic sonic identity” which is consistent across all touchpoints.
Read more here to find out how and if brands are taking advantage of sound and music for a consistent brand experience across a multitude of touch points.
Listen to a narrated TOP 10 of our Best Audio Brands Report and see if you can recognize all the brands – click here.
- 1
- 2