Sonic branding—the idea of expressing a logo through audio—has emerged as a popular tactic in recent years as brands seek to make stronger connections with consumers in ads. But now marketers are moving beyond quick audio hits—referred to in the industry as “bing bongs”—as they embed signature sounds across nearly every place they encounter consumers, from apps to call centers—and in the case of auto brands, the sounds that cars make.
“The real brands that are thinking strategically about long term are the ones that are making sure they've got that holistic ecosystem across all of their touch points,” said Charles Gadson, global director of growth at sonic branding agency Massive Music. “If you're in a physical or digital environment of that brand, just by your ears, you know, it's them.”
Massive Music is among a crop of audio and music services vendors that are gaining business from brands that are looking to drive recall and differentiate themselves from competitors.