Soundmarks®

2019/7/15

Twenty Thousand Hertz

Key Insights

Why is sonic branding becoming increasingly important for companies?

Sonic branding is crucial as companies interact with consumers in non-visual ways, such as through smart speakers or digital payments, making sound a key identifier.

How does sonic branding differ from traditional jingles?

Sonic branding is a comprehensive audio identity system, not just a short snippet, used consistently across various media to create a unified auditory brand experience.

What was the challenge AT&T faced in 2010 and how did sonic branding help?

AT&T's reputation was lagging due to past service issues, and its ads were not effectively attributed to the brand. Sonic branding aimed to create a human, approachable sound to improve brand perception and recognition.

How did AT&T's sonic branding process evolve?

The process involved defining the brand's desired sound as 'human,' experimenting with various musical styles, and finally settling on a four-note melody that became the iconic sonic logo.

What role does repetition play in the effectiveness of sonic branding?

Repetition makes the sound more familiar and likable, embedding it in consumers' minds so that hearing the sound triggers recognition and positive associations with the brand.

How can sound influence our perception of taste?

Research shows that specific sounds can enhance or alter the perceived taste of food and beverages, a phenomenon known as 'sonic seasoning,' which can be used in marketing to influence consumer experience.

What is the potential future of multi-sensory marketing?

Future marketing may integrate coordinated sensory experiences, including sound, smell, taste, and visual elements, to create a holistic brand interaction that enhances consumer engagement and satisfaction.

Chapters

The episode begins with a discussion on sonic branding, where participants try to identify brands from their sound logos.

Sonic branding is like logos you can hear.
Some sound logos are easier to identify than others.
Good sound logos make you feel something.

Shownotes Transcript

Companies spend a lot of time and effort perfecting the look of their brands. But now what a brand sounds like matters just as much. We trace the history from songs to jingles to what's called sonic branding, following the creative process that led to AT&T’s iconic four-note sound logo. And we'll explore what comes next: multi-sensory marketing. Can sound change how beer tastes? *This episode originally aired on Household Name). *

Twenty Thousand Hertz) is produced out of the studios of Defacto Sound,) and hosted by Dallas Taylor).

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Episode transcript, music, and credits can be found here: https://www.20k.org/episodes/soundmarks)

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