Audio Branding - Will it Be Achieved?

Distinctive product design, colours and logos happen to be accustomed to help brand recognition for years. Now some organizations are trying to interest our hearing as being a stimulator and brand identifier. How is he succeeding? Audiovisual media, particularly films and TV series, are an enormously important vehicle for manufacturers to achieve widespread brand recognition.

Visual branding predominates Visible brand cues abound. Everyone knows how car makers are competing to position their items in films, how film heroes look their watches using the manufacturer's logo clearly visible, how drinks are served from bottles with the labels in plain sight. Yet, some studies suggest that sound is between 75 and 90% more valuable than pictures or words. Because sound links directly to both the rational and emotional sides in our brain, many high-visibility brands have attempted to capitalise on this finding. To date, their success has become varying. Audio branding must combine technology and marketing Product-related sounds, jingles and female voice tags signatures have been established for quite a while, but being an endeavor to artificially connect a particular sound with all the brand, they do not represent a real brand sound. That is why I'm leaving them outside the scope of this article. What I'm discussing is sound that comes from your product itself or its use. As the sound of opening a beer can, as an example, can be a definite audio cue, it is simply generic. The sound doesn't evoke a mental picture of a certain beer, it is simply beer. Or whether it's a softdrink, the listener cannot hear the gap. Similarly, the snap of the safety lid of a soup jar, while distinctly linked to a specific product group, can't be related to any particular label of soup. Mobile phone manufacturers have experimented with establish a sound presence within our minds by installing clearly recognisable, unique ringtones as default within their handsets. Yet these may be changed by the users, and many achieve this, after which it the uniqueness is gone. Procedures in the best direction They are clearly steps in the proper direction, although I must say I am a little sceptical regarding the man-in-the-street having the ability to distinguish the sound of a Mustang passing by through the other vehicle having a similar kind of engine. Associating the thud of your closing car door using a certain model of car is even more complicated. There are, however, some brands that are better desire to than others. Take Subaru cars, as an example. The boxer engine suited for them features a distinct sound that doesn't need a trained ear being distinguished from inline or V engines. On the other hand, all boxer engines probably sound virtually the same. Having done a simple mental "brand sound search" during my brain, the product or service links nearest to really buying a particular sound could be the flip-top Zippo lighter. Intentionally or purely by chance, its mechanism makes an unmistakable sound. When you're watching a Hollywood film when, be aware. What is particularly ingenious concerning this is that the product won't even have to take sight.