Addressing today’s top brand challenges with sonic identity

Kevin Perlmutter and Nora Bradshaw

Journal of Brand Strategy, 2016, vol. 5, issue 2, 157-164

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.

Keywords: brand experience; identity; sonic; design; user experience; emotion; loyalty (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/58/download/ (application/pdf)
https://hstalks.com/article/58/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2016:v:5:i:2:p:157-164

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().