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Addressing today’s top brand challenges with sonic identity

Author

Listed:
  • Perlmutter, Kevin
  • Bradshaw, Nora

Abstract

The bar for brand experience has never been higher. Today, marketing and customer experience leaders are in pursuit of the best ways to connect with their desired audiences across an ever-increasing number of touch points. They are looking for distinctiveness, relevance, consistency and, most of all, effectiveness. While so much has changed, many are overlooking a powerful opportunity; and now is the time to consider new approaches to acquisition and loyalty. This paper examines the power of sonic identity — the strategic use of music and sound for brand experiences and audience connection. Not as a tactic, but as an essential aspect of a brand identity that can be scaled appropriately across communications, digital and live touch points. Music and sound can instantaneously trigger an emotional response, increase awareness and attribution, improve perceptions, drive consideration and build deeper connections. This paper discusses what makes sonic identity so powerful and how it can address today’s top brand challenges.

Suggested Citation

  • Perlmutter, Kevin & Bradshaw, Nora, 2016. "Addressing today’s top brand challenges with sonic identity," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(2), pages 157-164, June.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:2:p:157-164
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    More about this item

    Keywords

    brand experience; identity; sonic; design; user experience; emotion; loyalty;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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