Sound is a force. Something that can command, Photo Background Removing inspire and elicit powerful emotional responses in people. And in today’s fast-paced era of digital transformation, leading brands and agencies are harnessing the potency of audio for marketing purposes. But using sound as a means of driving engagement and selling things is not a new concept. Way back in 400AD church bells were introduced into the Christian church by senator Paulinus of Nola, to capture the attention of worshippers and encourage them to come to prayer. In the 1500s, ditties were introduced on the streets of London, as shop owners sang songs to bring the punters along. Fast forward to 1922, and elevator music became a thing, calming anxious passengers who were terrified of these then-futuristic steel cages.Photo Background Removing
A decade later, in 1932, national anthems were first played for gold medallists at Photo Background Removing the medals ceremonies of the Olympic Games in Los Angeles, with the power of sound harnessed to celebrate athletes and honor nations. Once Upon a Jingle Jumping ahead another half-decade, to 1984, and the now-infamous Michael Jackson was performing his iconic moonwalk in the middle of Pepsi’s ‘The New Generation’ television ad, a campaign that was so successful it had thousands of listeners calling into radio stations to request the ‘Pepsi song’. Adapting the song Billie Jean for Pepsi, with lyrics “you’re the Pepsi generation guzzle down and taste the thrill of the day,” the ad had the world going wild for both the song and the drink it was promoting. And people still, to this day, think of Pepsi as “the drink for a whole new generation.” Photo Background Removing Since the 1980s, sounds such as advertisement jingles, station, airport or supermarket announcements, the trills and twangs of TV networks, even the ping of the dishwasher when it’s finished a cycle, have become our familiar, constant companions.
Sonic branding is ubiquitous, completelyPhoto Background Removing ingrained in consumer culture and consciousness. And often we’re hearing and absorbing it without even realising. Using Sound Strategically and Across Different Touchpoints Sonic branding has a place in history, surrounds us today, and will likely immerse us even more tomorrow. But, on a more practical level, what exactly is it? How is it used? What is it most useful for? Sonic branding is the holistic or integrated approach to a brand’s use of sound and music across multiple different touchpoints. And those touchpoints can be anything from a website, to a chatbot, a jingle, an on-hold piece of music, a sonic logo or the beep of a single button. The Relationship Between Sound and Reaction Sonic branding is also about the relationship between the sound and the consumer, or more specifically the consumer’s brain.Photo Background Removing Firstly, it’s important to understand that sound doesn’t happen in a vacuum.