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Distinctive product design, colours and logos have been used to help brand recognition for a long time. Now some companies are trying to appeal to our hearing as a stimulator and brand identifier. How are they succeeding?

Audiovisual media, particularly films and TV series, are an enormously important vehicle for manufacturers to gain widespread brand recognition.

Visual branding predominates

Visible brand cues abound. We all know how car makers are competing to place their products in films, how film heroes glance at their watches with 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 important than pictures or words. Because sound links directly to both the rational and emotional sides of our brain, many high-visibility brands have tried to capitalise on this finding. So far, their success has been varying.

Audio branding must combine technology and marketing

Product-related sound effects, jingles and audio signatures have been around for a while, but being an attempt to artificially connect a certain sound with the brand, they do not represent a genuine brand sound. That is why I’m leaving them outside of the scope of this article.

What I’m talking about is sound that comes from the product itself or its use.  Read more...