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 brand experiences are multifaceted, encompassing interactive sound installations, immersive audio-visual pop-ups, and digital sound experiences. These go beyond mere entertainment, creating a profound bond between the audience and the brand. By tapping into the emotional power of sound, brands can enhance recognition, build loyalty, and increase brand equity.

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.

Advertisers are increasingly learning that it’s not exclusively a visual world — and that consumers can also associate positive, enduring experiences with the right sound. Sometimes that even means higher rates of recall, even when brand images aren’t present.