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May 19, 2015 Transcript of #CommsChat on audio branding

Last night on #CommsChat we were joined by the @abacademy as we discussed the potential of audio and other multisensory tools in branding. The subject is just beginning to gain traction among brand strategists. The topic will be discussed in more detail at the Audio Branding Awards next week in Berlin.

  •   Audio and video are so much more engaging – and more import aptly – authentic.
  •  daniel mullensiefen ( music, mind and brain program) found sound enhanced conusmer perceptions of brands by 20-30%
  •  music produces dopamine – the “love drug.” it creates strong bonds when music is paired with a person, event or thing
  •  when we listen to music in a group – and particularly if we’re singing along, the brain produces oxytocin – the “trust drug”
  •  I think we all agree audio branding should be tackled strategically & long-term & not by the marketing department alone

 

  1. this is steve keller from , signing off and giving control back to our friends at the . see you in berlin!

  2.  

    : thanks so much for having us – keep the conversation going everyone – and let us know how we can help!

  3.  

    There’ll be more of the same at next week’s in Berlin

  4.  

    can’t believe how fast the time went. and how difficult it was to keep responses to 140 characters. 🙂

  5.  

    That’s it for tonight, a huge thank you to our guests. Such an interesting topic.

  6.  

    So true and this comment can be/should be applied across all brand comms – digital, wayfinding etc

  7.  

    : consumers are also looking to "experience" brands – so that pushes us to be more creative in how we communicate

  8.  

    : technology has increased the opportunities, and the consumer touch points, definitely.

  9.  

    Is it easier to incorporate multisensory branding now than it was before?

  10.  

    read more about here (with a shout out to charles spence and for their help

  11.  

    we had dinner recently at ‘s synaesthesia event in london recently. a great example of the power of the senses!

  12.  

    : charles spence, head of oxford’s research lab, is the master of that research.

  13.  

    : hopefully these kinds of discussions will bring awareness to the topic. we have to change the conversation!

  14.  

    Great question!

  15.  

    the way apple has sonified their products, from the iconic startup sound to the "swoosh" of e-mail, is another great example

  16.  

    for those interested, is hosting the audio branding congress in berlin next week. follow this feed for details

  17.  

    . Perhaps you can help us with the next topic! Can you think of companies with outstanding audio branding?

  18.  

    . – happy to see an audio branding award category that’s given not just on the execution, but on strategy, too!

  19.  

    . – and all the winners this year are members! 🙂

  20.  

    we introduced audio branding in our awards-entries had superb strategies-you can read info here

  21.  

    so many aspects of marketing use sound – but very often we’re not all on the same page and disciplined with that usage

  22.  

    those include creative directors, strategists, behavioral economists, audio agencies, brand design agencies, brand marketers…

  23.  

    as to who should take responsibility for , we think it’s a clear partnership between a number of collaborators

  24.  

    …but audio branding is actually a process that involves very clear design strategies, as well as robust testing

  25.  

  26.  

    many brands think of as "execution" – the logo or jingle or brand theme that you hear

  27.  

    : audio branding has been around for quite sometime – but only recently have we started to view it as a discipline

  28.  

    the audio logo, created by , is one of the most recognized sounds in the world.

  29.  

    Topic 3: Is audio branding still a relatively new field? Who should take responsibility for it?

  30.  

    research has also shown that using an audio logo can increase a consumer’s willingness to pay by 17%.

  31.  

    we call those "mnemonics" or "audio logos." we close our eyes and still recognize the brand, even without seeing it

  32.  

    now whether or not that’s a good thing depends on your perspective. we can certainly shape behavior with the right use of sound.

  33.  

    Many brands use just a series of notes, rather than music per se…what’s the effect of that?

  34.  

    when we listen to music in a group – and particularly if we’re singing along, the brain produces oxytocin – the "trust drug"

  35.  

    Never thought about it, but it makes sense!

  36.  

    when we listen to music, our sense of time and space are effected

  37.  

    music produces dopamine – the "love drug." it creates strong bonds when music is paired with a person, event or thing

  38.  

    : it actually has a physiological effect on our chemistry!

  39.  

    and is this beneficial for the person on the receiving end?

  40.  

    That leads us on to topic 2: How does audio change the way people experience brands?

  41.  

    : i’m not going to take that personally. i showered today. 🙂

  42.  

    daniel mullensiefen ( music, mind and brain program) found sound enhanced conusmer perceptions of brands by 20-30%

  43.  

    Agreed!!

  44.  

    sound has been shown to tap into implicit decision making – our "gut" reactions.

  45.  

    For all things audio brand related, join in -taking place now

  46.  

    Amazing! Are brands mostly aware of this potential?

  47.  

    and was more effective in the long term. our senses are the primary source of emotional connections in our messaging

  48.  

    he found marketing that concentrated on emotional connections yeilded TWICE the revenue over time as rational based marketing

  49.  

    les binet did a study ("marketing in the age of accountability") where he considered the long term effect of emotional connection

  50.  

    When we’re talking about multisensory we are talking about sound, but also touch and even taste – brands use many techniques!

  51.  

    there’s certainly a "relative" aspect to that question, but let’s consider it in light of emotional engagement.

  52.  

    The first topic of the night: Are multisensory campaigns a more effective means of brand communication? Why?

  53.  

    we’re happy to be representing the audio branding academy, too!

  54.  

    we’re happy to be here! – and thanks for the hashtag reminder 🙂

  55.  

    don’t forget to use that hashtag when you tweet tonight!

  56.  

    Goodnight everyone! and welcome to we’re joined by Steve Keller, moderator of the and CEO of

  57.  

    tic toc tic toc… the sound of the clock as we’re about to launch into tonight’s (see what we did there?)

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