The Art of Brands You Can Hear
I think I’ve listened to this episode like 20 times at this point, and I know that I’ve shared it at least 3x. I’ve listened to a few other sonic branding podcasts but none of them have been as captivating as this one.
When I knew I wanted to get into advertising, the first thing I did was start going through every jingle I knew. For some reason I thought, if I knew all of the McDonald’s jingles that I’d be a shoo-in. But I suppose that emphasizes the importance of audio and branding.
Jingles of course, are now long gone. Ad music is much closer to a radio hit these days and if the brand can afford it, their made from real artists. Outside of advertising music brands use audio logos as part of their sonic brand identity.
A good example of an audio logo that makes you feel something: 20th Century Fox’s logo. [audio]
In fact, entertainment logos, tend to be good at making you feel something (think Netflix’s logo sound or MGM’s tiger growl).
Intel’s Sonic Logo
The Intel Inside sound was one of the first true sonic logos. Honestly, as an former computer marketer, this is probably why this episode was so fascinating to me.
“The Intel Inside sound was brilliant. A [computer] chip is something you don’t see, but it’s crucial to a computer. So the sound gave life to something that’s invisible. It got consumers to think about a boring computer part.” - Dan Bobkoff, episode host.
Throughout the entirety of this episode, I kept thinking about how I’d apply sonic branding to System76. What would the logo sound like? What would the keyboard clicks sound like? The operating system log-on? Or maybe we’d even perfect the sound of pulling the desktop chassis open?
Enter the age of audio
As the episode points out, more and more brands are becoming reliant on audio and searching for a sonic brand. Why? As Dan Bobkoff mentions, we’re continually interacting with brands in non-visual ways: talk to smart devices, using apple pay (instead of a card). And while not exactly related - even when I play Bejeweled, part of what makes it so satisfying to do combos is the positive response voice, “good” “excellent” “spectacular.”
Subtle Sounds That Products Make
There are many other sounds that products make that are meant to create emotion. For example, Axe deodorant had a team dedicated to get their spraying sound just right, in order to sound more efficacious. Packaging as a whole is worked on to create a trusting, high-quality, and positive experience. Harkening back to my System76 thoughts mentioned previously: the sound of the chassis opening and closing, or the keys on their keyboard clicking and clacking.
Next time you interact with something tangible— whether it be a car door, or a dresser—evaluate if the sounds appear thick, and hard quality; or tinny and cheap. How can those sounds be engineered a bit better? Take it a step further, and consider, ‘how can this be engineered to sound(feel) satisfying?’
Sounds Changing The Way Food Tastes
Experimental Psychologist and Gastro-Physicist, Charles Spence has been running experiments to see if sound or music effect the way food tastes.
This portion of the episode is better to hear through the podcast, but he talks about how he gave a child a sour candy but the kids face would pucker as the song got more “sour.” [Argentinian Tango music]
He’s worked with Starbucks, Stella Artois, and other brands to create custom music to go with their beverages. And he’s currently working with a Belgium chocolate shop to make their chocolates taste creamier.
The power of audio in branding cannot be underestimated. From jingles to audio logos, to subtle sounds of products and even the way food tastes, sound has the ability to create an emotional connection with consumers. As more and more brands rely on non-visual interactions with their customers, developing a sonic brand identity is becoming increasingly important. So the next time you interact with a product, take a moment to appreciate the sounds it makes and consider how they may have been engineered to create a specific emotion or response. As the age of audio continues, brands that prioritize their sonic package will have a distinct advantage in guiding their marketing strategy and creating a lasting impression with their audience.
