Lessons from Sonic Branding:
Title: Elevating Sonic Identity: Insights from MassiveMusic's Talk at D&AD Festival
Tone: Informal and enthusiastic
Integration of Insights: (15% or less)- The talk highlighted opportunities, importance, unique examples from major brands, practical applications, and industry trends in sonic branding.
At the recent D&AD Festival, MassiveMusic's talk on the power of sound in sonic branding was nothing short of captivating. Ed Trotter (head of business development, Europe) and Rick Sellars (head of creative direction, EMEA) guided us on an audio journey of sonic branding. From the early jingle for Wheaties to contemporary streaming giants like Disney Plus and Netflix, it was clear that sonic branding is crucial in today's marketing landscape.
The duo pointed out that, despite brands achieving correct attribution only through iconic examples like McDonald's, there lies a significant "opportunity for sonic sound and branding to become a potent force." In fact, a study by CloudArmy found that only 10% of people could correctly attribute a sonic logo to a car brand.
It seems many brands are stuck in a sonic homogeneity rut, with five-note sounds being commonplace. The example of TikTok's sonic branding, which went against the five-note trend, illustrated the power of creating a sound that truly represents the brand. As more brands are engaging with music, it's time to break free from the five-note apocalypse.
Another key takeaway was that sonic branding doesn't always have to be musical. Burger King France provided a charming example of an unconventional sonic identity. What's more, it doesn't have to be in a major key. Leffe's latest identity uses a slightly dissonant sound that, although somewhat unconventional, creates a memorable brand identity.
Sonic branding is gaining traction, with the conversation shifting from "I need sound" to "What should my sound be?" With the recent launch of Sonic Branding categories in the Brand Impact Awards, it's clear that the industry is recognizing the importance of sound in brand identity.
Despite the growing attention, there's still room for designers to challenge clients' needs and be braver in re-framing their requests in a new era for sound. MassiveMusic emphasizes the need to break the conventions that have been established and create unique, memorable sonic identities for brands.
In closing, I'm excited to see how sonic branding continues to evolve in the years to come, and I can't wait to witness the innovative new approaches that will foreground sound in brand identity. So, here's to the future of sonic branding!
Connect with MassiveMusicExperience the D&AD FestivalEnter the Brand Impact Awards
- In the thrilling D&AD Festival talk, MassiveMusic highlighted how sonic branding can become a powerful force for brands, beyond just iconic examples like McDonald's.
- Surprisingly, only 10% of people can correctly attribute a sonic logo to a car brand, showing a gap for brands to stand out sonically.
- TikTok's sonic branding, going against the common five-note trend, demonstrated the power of creating an authentic sound for a brand.
- Sonic branding isn't always about music; an unconventional sonic identity like Burger King France's proves this point.
- Leffe's recent brand identity, using a slightly dissonant sound, shows that sonic branding doesn't have to be in a major key to be memorable.
- With sonic branding gaining traction and industry recognition, design relative to sound is becoming essential for creating unique brand identities.
- Enthusiasts of design, technology, entertainment, lifestyle, education-and-self-development, and brands, get ready to innovate and adopt new sonic branding approaches in the future!
