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.
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.