The world is changing after worldwide events and a new normal will come into place. Without group gathering, new experiences must be found within the entertainment industry. To entertain the void of noise, podcasts are showing great results and the starting process has never been more easy. Mastercard continues its quest within the world of Audio Branding and is presenting us the different layers its sonic identity consist of. By following the strategies from Mastercard, one of the few international brands leading the way of audio marketing, can we reflect the experience on the golden rules around audio branding. Finally, […] Read more »

The Coronavirus is affecting the planet and the everyday life of people and brands. On this month’s “What are we hearing now?“ series, we will first look into stories how brands and many of us can adapt to these times. In the audio first world, you need heroes and guidance. After the guidance, we can listen to examples that are shaping audio branding today.   3 Elements of Your Brand That Can Shine Through in These Harrowing Times (Elina Tang and Lei Wang, adweek.com) During crises, brands’ behaviors have meanings for the consumers. It can bring strength or even break […] Read more »

This article was originally published on Adweek, February 4, 2020. What consumers hear—or don’t hear—affects decision-making We’ve witnessed yet another Super Bowl that had everything from iconic sporting moments to a star-studded halftime show to the highly-anticipated clash of creative advertising forces. As is the case with such an event, the stakes are as high for the brands on the ad inventory as they are for the players and coaches on the team sheets. Being the top marketing event in terms of ad spend and amount of viewers, the Big Game offers a snapshot of how brands choose to present […] Read more »

This article was originally published in Adweek. The importance of brand experience has jumped from a low-ranking priority straight to top of mind. Brands are now asked to tap into their audience’s subtle and shifting feelings while showcasing their own. It’s the kind of stage, where everything is set up for audio branding to steal the show. There are hardly any common touchpoints in the modern marketing scene where sound isn’t either the leading sensory element or at least an eloquent side character sparking emotions. However, since we are living in an omnichannel world, cultivating the same experience at different settings is where […] Read more »

This article was originally published in Brandingmag on October 3rd, 2019. The famous “I’m Lovin’ It” of McDonald’s is one of the most recognizable audio logos in the world. Similarly, it takes only nanoseconds for our neurons to link the ‘Intel figure’ with the company’s signature melody, and a few more for the red and white of Coca-Cola and the fizz of a bottle to help us “Taste the feeling.” These companies, who today wear the crown of most iconic audio brands, represent the old school way of audio branding. They broke ground for sonic marketing by inserting short sound cues — “jingles”, […] Read more »

This article was originally published in Brandingmag on October 3rd, 2019. A recent study from DoSomething Strategic states that brands are missing the mark on how to get cause marketing right for young people. Only 12% of the survey respondents had top-of-mind associations between brands they were familiar with and a social cause. One of the main conclusions of the research was that in order to show they are trustworthy, on-point, and committed to a cause, brands must extend their good work beyond single campaigns. In the eyes of the youth, marketing for a cause stands for a holistic commitment and a […] Read more »

Audio on marketers’ lips at Advertising Week New York This advice comes from Mastercard’s Chief Marketing & Communications Officer Raja Rajamannar. Ever since launching its new audio brand earlier this year, the company has been a major force in shifting the marketing world’s attention toward sound. Rajamannar was interviewed during last month’s Advertising Week about their branding philosophy and next moves on the realm of multisensory marketing. What does it mean? Mastercard’s embarkment into the audio branding journey foreshadows an arms race of sonic assets and identities in other industries too. To remain competitive and relevant, brands need to create […] Read more »

This article was originally published in Adweek. As media all over the world breaks down the aftermath of Cannes, conversations seem to revolve around one word specifically: purpose. From the audio branding industry perspective, it’s hard not to feel like Mr. Burns about it: Excellent. This is great news because sound’s ability to transcend something as intangible as purpose to create palpable brand appeal is remarkable. The following picks from this year’s Cannes prove this to be true. Furthermore, they show why choosing the right sounds are pivotal to your brand’s emotional delivery. If you want your message to resonate, DO […] Read more »

This article was originally published in Adweek. Podcasts have taken the pole position for the new wave of digital advertising. Their consumption has been on a steady upward trend, which is expected to continue as more audio-first platforms, devices and gadgets appear in our homes and shape the ways we consume sound. What’s more, a Nielsen study commissioned by Midroll reported that podcast advertising delivers 4.4 times better brand recall than other digital mediums even against visually striking display adverts and videos. All odds are suggesting that the year 2019 will be a record-breaking year for podcasts, both in consumption and return on investment. Whether […] Read more »

“Sound can express the brand belief and values in an emotionally direct way. Sound speaks to our deepest emotional instincts and bypasses our rational brain.” These wise words are from Thomas Marzano, global head of brand experience at Philips who was interviewed in a recent Forbes article about how big companies are engaging in audio branding. Philips is yet another world-renown enterprise to join the likes of Mastercard, who have recently embarked on a quest to investigate the sonic side of their brand personas. What else have these household names figured out about audio branding that makes it worth all the investments? […] Read more »