by Anna on June 7, 2017 at 4:41 pm
Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] Read more »
by Anni on February 9, 2016 at 4:34 pm
Audio marketing creates a growth in brand value and generates higher sales. As the gap between (emotional and engaging) advertising and a purchase is becoming shorter. That’s why auditive communication boosts sales figures in the highly competitive environment of today. The multisensory media and marketing culture is taking over the plain optical. This means that brands are experienced through all the senses. People can not only see but feel, hear, smell and taste different brands. This development is happening because the senses are the opening to our deep life experiences and to our feelings. It’s very powerful yet indistinguishable by many. That’s why it’s also the right time […] Read more »
by Anni on January 26, 2016 at 10:46 am
Sound effects us in many ways, though it’s usually very unconscious. That’s why there is no point researching environmental sound or music by asking people what they think of the sounds around them. In most cases, they won’t have noticed these surrounding sounds until you ask – and when you crystallize their perception by asking they will form an instant opinion that probably has nothing to do with the way the sound was affecting them before they noticed it. So although unconscious, the effects of sound are great. Firstly, sounds have physiological effects. Sudden noises can make our brain release cortisol […] Read more »
by Anni on December 1, 2015 at 6:44 pm
Hearing is our most primal sense, and yet it is astoundingly undervalued. Sound is rated as a key element of brand communication by 41% of consumers, but only 12% of the world’s marketing communication budgets are spent on it. This makes little sense, because consistent sound increases the impact of visual communication by up to 1207%*. Businesses and other organisations would benefit hugely by focusing on coherent audio branding. There are three core reasons why hearing should be taken more seriously in any branding situation. 1. Hearing is our first sense in time Firstly, we simply cannot turn our hearing […] Read more »
