According to Wikipedia, “sonic branding is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound."
As we evolve into a society of mobile users who bank on earbuds and head phones to procure our information, it's no wonder that Doug Sterne, VP of Audio Development at Pandora, claims we "are in the midst of an audio renaissance."
In a recent article for Adweek, Sterne points out that radio broadcast advertising is a $17 billion dollar business and statistics show that radio is the second most powerful medium in the United States reaching 59 percent of the country’s population daily. According to Edison Research, consumers spend an average of four hours per day with audio.
Sterne goes on to say that "personalized platforms feature brands sonically in a one-to-one environment". A persistently logged-in user can be targeted at deep, granular levels, and personalized messages are served at a time most likely to resonate." You pretty quickly realize taking advantage of opportunities for audio advertising is something marketers can't overlook. Advertiser now have the capacity to send messages to consumers across multiple channels in a targeted way never before seen in the industry.
So what does this mean for you? Is should start the conversation. Ask yourself this...in all your media outlets, platforms, and consumer exposures; are you using sonic branding to it's full potential? If you aren't sure where to start, comment below or drop me a line. Let's collaborate on some epic sounds.
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