In a screen-free world, audio identities on the rise
As voice-controlled technology becomes more and more present in everybody’s daily routine, brands need to respond quickly and create an emotional connection with their customers, without visuals.
Visa is reinforcing its brand identity with the use of audio
Katie Richards in AdWeek explains, “Visa found that sound could make consumers feel safe and secure in their transactions, and that 81 percent of shoppers would have a more positive reaction to Visa if it incorporated sound into its marketing or shopping experience. With that in mind, the brand released a special sound in December. After using a Visa card, either in a digital or physical store, customers hear a chime of sorts, signifying a secure, speedy transaction. Eighty-three percent of respondents said Visa’s new sound sparked a positive perception of the brand.”
Pandora is working with brands more than ever and developing audio-driven marketing campaigns
“We are now in a currency of language and sound, as opposed to screens,” said Lauren Nagel, Group Creative Director at Pandora. “I think for a lot of folks the sound of your brand is still a bit of an afterthought, and as we move more toward a voice-activated world, sound is becoming even more important.”
The famous British science-fiction television program, Doctor Who, has unveiled a new multimedia logo animation as they bring in Jodie Whittaker on board as the Thirteenth Doctor, the first actress to take on that role.
PHILIPS’ ‘BREATHLESS CHOIR’ campaign follows a group of people living with chronic respiratory conditions, including COPD, cystic fibrosis and asthma and whose breathing disabilities are limited and prevents them from doing what they love: singing.
The Innit app connects recipes to wifi kitchen appliances, and will now work with the voice-activated Google Assistant.
“Experiences, Young Customer ‘Experts,’ Social Media and Audio Branding Bring Pizzazz to Trade Shows” says Michal Clements, of The Marketing Strategist column in Chicago Now.
Parfums Jazmin Saraï is a collection of perfumes inspired by songs.