30: What does a brand sound like?

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4.6 • 2.3K Ratings

🗓️ 24 April 2019

⏱️ 35 minutes

🔗️ Recording | iTunes | RSS

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Summary

Companies spend a lot of time and effort perfecting the look of their brands. But now what a brand sounds like matters just as much. We trace the history from songs to jingles to what's called sonic branding, following the creative process that led to AT&T’s iconic four-note sound logo. And we'll explore what comes next: multi-sensory marketing. Can sound change how beer tastes?

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Transcript

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0:00.0	Can you identify a brand from a sound?
0:07.0	McDonald's.
0:10.0	McDonald's.
0:11.0	I gathered some colleagues to test something called Sonic Branding.
0:15.5	It's like logos you can hear.
0:20.0	Let me see.
0:21.0	Some are easier to identify than others.
0:25.0	Singular?
0:26.0	ATT?
0:27.0	Bones?
0:28.0	It's definitely a cell phone company.
0:33.0	I want to say sprint, but I'm not convinced that's right.
0:36.0	I was going to say staples.
0:39.0	That's demobile.
0:40.0	And the really good ones make you feel something.
0:49.0	That is 20th Century Fox.
0:51.0	I got the truck.
0:52.0	I saw the logo.
0:53.0	Yeah, started cleaning.
0:54.0	I did that.
0:55.0	Companies have long spent a lot of money and effort perfecting their logos like the Nike
1:01.0	swish or Apple's Apple.
	...

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