In the crowded world of streaming content, where viewers are often tempted to hit "Skip Intro," Severance stands out as a show that compels its audience to sit through its main title sequence—every single time. Why? Because its theme, both sonically and visually, is nothing short of mesmerizing. For marketing professionals, this presents an invaluable case study on how to craft branding that resonates deeply with audiences. Let’s break down what makes Severance’s main title theme so effective and explore actionable lessons brands can apply to their own sonic and visual strategies.

While brands must show up sonically in the most accessible touchpoints for consumers, that does not mean that brands should sound like prototypical versions of those given touchpoints. For example, if every time someone walked into a bank a “cha-ching” sound played, no individual brands would become connected to that sound. Instead, the sound would serve as an indication that someone has entered a bank. This is why finding a sonic identity that matches your specific brand identity, and not an entire industry, is crucial.

Self-expression and authenticity are core values of most modern beauty brands. Music, as a powerful and instantaneous tool for creative expression, can allow brands to emotionally connect with consumers and also showcase their individuality.

In recent years, the advertising world has witnessed a shift in focus from visual-centric branding strategies to a more balanced approach that incorporates the power of sound. Not long ago, the emphasis was heavily skewed. According to a study in 2018 from WARC, a staggering 86% of advertisers had formal visual-branding guidelines, and only 17% of brands had audio-specific branding guidelines¹. This disparity highlighted an underutilized avenue that brands could use to connect with audiences on a deeper, more immersive level.

From the kickoff through the commercials, into the musical halftime show, and to the last-minute drive where a quarterback or defense determines whose names will be etched into history, roughly one-third of the U.S. population is glued to their television screens.

The magic of the Big Game isn’t just about two teams battling relentlessly for months to be the last ones standing, it’s about the multifaceted reasons why millions tune in.

It’s that time of the year again. John Lewis has released their 2024 Christmas advert, marking the first time in 17 years they haven’t used an original cover of a well-known song. This year, the advert showcases Sonnet by Richard Ashcroft, presented in its original form.

Sonic branding, audio branding, sound branding—whatever you want to call it—it’s a game-changer for businesses looking to make a lasting impression. But what exactly is it? And how can you use it to give your brand a unique voice (literally)? Let’s dive in!

Sonic branding, in its current, modern form, is a relatively new concept, however, its journey to becoming a holistic experience is nothing short of fascinating. From the ringing of church bells in 400 AD as a call to prayer to market traders singing about their wares throughout history, or a catchy jingle from the 1980s, the evolution of sonic branding has been anything but straightforward.