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The power of audio branding - ClickZ Fast Five
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ClickZ Fast Five – Episode 3
The power of audio branding in a digital age
Guest - Uli Resse, Global CMO at amp
00:00
Q1. What power does audio have in the new world?
00:16
A: We are post rationalizing beings meaning audio goes directly into our subconscious. And you already made the decision today to ever trust me below point five seconds. And it's basically something when you're exposed to audio, you can't help it there's oxytocin, the trust hormone, serotonin, dopamine cetera cetera. And this is really fascinating to me think of this as an iceberg of like 1/8 on top and seven eight below which makes all the decisions.
00:54
Q2. How does sound add a new dimension to brand identity?
00:59
A: First of all, it's important to think of identity is all five senses you know in this age of clubhouse social audio screenless ecosystems like Alexa like podcasts, tech advances, creating new consumer touchpoints, that we solidly have to show up as brands, we have no choice. And we better know what to do, because our consumers want a consistent experience. They want things to be predictable, they want safety. And so this is a really, really important thing.
01:04
Q3. What makes a great audio brand?
01:44
A: It's very different today, the benchmark of a good sonic identity is to look at any audio consumer touch point, and I mean, YouTube, I mean digital and anything, and to identify the brand within two seconds with closed eyes. So, flexibility is extremely important and it will give you a superior customer journey. One more thing, it needs to be ownable. There's often a misunderstanding, but you need to own the copyright the IP behind your identity, because thinking decades, don't think campaign driven next three weeks, next three months, this is something you want to do once and nail it down. And, and then be flexible enough going into decades of using the sonic identity.
02:46
Q4: How can brands tap into their customers' feelings through audio branding?
02:50
A: We are first and foremost in the trust building business, I don't care what business you're in, no trust, no sale period. The sonic sense when we become consumers, again goes into consistency. Don't change your voice all the time. Be a friend of 20 years that I can recognize like that. Have recognition at every touch point. Don't go for I always say the faster horse, go for the electric car. Meaning don't go for it for a single asset like Intel solutions, go for a multi asset strategy like James Bond, where you have a lot of flexibility, being able to cover every touchpoint. Become predictable for your customers. They want safety and they want to really know how you're going to be around in five years or 10. You know, are you are you a leader in this or do you merely follow?
03:58
Q5: What's your advice to CMOs on audio strategy and multi-channel marketing?
04:02
A: Think long term. This is not a quick fix. Take your time. And you know, processes like let's just pick the 10 Best Music Productions let's have a sound logo each and let's end with 100 Sound logos and let's pick one and implement it globally. We're done thank you. That will not work. Go to specialists. It's like going to a doctor. At agencies classic agencies, even design agencies have the best intentions. But in terms of a sonic strategy, you don't want to go to a general practitioner to get a heart transplant. You want to go to the guy who already did 10,000 heart transplant successfully. Think about a sonic identity, and again, not a sonic logo, an identity like you know like James Bond think of this as a diamond that adds value over decades. A campaign is like an apple with a life of three weeks or three months. But think of it like that and really go to specialists and and have something you own, again, don't look for the cool kid. Customers want to get to know you as a brand like a human being. They don't want some licensed version of you, that sort of makes you cool. So this is really important.
05:32
Thank you!
05:32
Subscribe to the ClickZ newsletter for insights on the evolving marketing landscape, performance marketing, customer experience, thought leadership, videos, podcasts, and more.
05:42
Join the conversation with us on LinkedIn and Twitter.
Summary Keywords:
Audio, sonic, identity, brand, consumer, important, specialists, marketing, podcasts, meaning, decades, flexibility, strategy, trust, customers, rationalizing, James Bond, logo, touchpoints, agencies, CMO, CX
The power of audio branding in a digital age
Guest - Uli Resse, Global CMO at amp
00:00
Q1. What power does audio have in the new world?
00:16
A: We are post rationalizing beings meaning audio goes directly into our subconscious. And you already made the decision today to ever trust me below point five seconds. And it's basically something when you're exposed to audio, you can't help it there's oxytocin, the trust hormone, serotonin, dopamine cetera cetera. And this is really fascinating to me think of this as an iceberg of like 1/8 on top and seven eight below which makes all the decisions.
00:54
Q2. How does sound add a new dimension to brand identity?
00:59
A: First of all, it's important to think of identity is all five senses you know in this age of clubhouse social audio screenless ecosystems like Alexa like podcasts, tech advances, creating new consumer touchpoints, that we solidly have to show up as brands, we have no choice. And we better know what to do, because our consumers want a consistent experience. They want things to be predictable, they want safety. And so this is a really, really important thing.
01:04
Q3. What makes a great audio brand?
01:44
A: It's very different today, the benchmark of a good sonic identity is to look at any audio consumer touch point, and I mean, YouTube, I mean digital and anything, and to identify the brand within two seconds with closed eyes. So, flexibility is extremely important and it will give you a superior customer journey. One more thing, it needs to be ownable. There's often a misunderstanding, but you need to own the copyright the IP behind your identity, because thinking decades, don't think campaign driven next three weeks, next three months, this is something you want to do once and nail it down. And, and then be flexible enough going into decades of using the sonic identity.
02:46
Q4: How can brands tap into their customers' feelings through audio branding?
02:50
A: We are first and foremost in the trust building business, I don't care what business you're in, no trust, no sale period. The sonic sense when we become consumers, again goes into consistency. Don't change your voice all the time. Be a friend of 20 years that I can recognize like that. Have recognition at every touch point. Don't go for I always say the faster horse, go for the electric car. Meaning don't go for it for a single asset like Intel solutions, go for a multi asset strategy like James Bond, where you have a lot of flexibility, being able to cover every touchpoint. Become predictable for your customers. They want safety and they want to really know how you're going to be around in five years or 10. You know, are you are you a leader in this or do you merely follow?
03:58
Q5: What's your advice to CMOs on audio strategy and multi-channel marketing?
04:02
A: Think long term. This is not a quick fix. Take your time. And you know, processes like let's just pick the 10 Best Music Productions let's have a sound logo each and let's end with 100 Sound logos and let's pick one and implement it globally. We're done thank you. That will not work. Go to specialists. It's like going to a doctor. At agencies classic agencies, even design agencies have the best intentions. But in terms of a sonic strategy, you don't want to go to a general practitioner to get a heart transplant. You want to go to the guy who already did 10,000 heart transplant successfully. Think about a sonic identity, and again, not a sonic logo, an identity like you know like James Bond think of this as a diamond that adds value over decades. A campaign is like an apple with a life of three weeks or three months. But think of it like that and really go to specialists and and have something you own, again, don't look for the cool kid. Customers want to get to know you as a brand like a human being. They don't want some licensed version of you, that sort of makes you cool. So this is really important.
05:32
Thank you!
05:32
Subscribe to the ClickZ newsletter for insights on the evolving marketing landscape, performance marketing, customer experience, thought leadership, videos, podcasts, and more.
05:42
Join the conversation with us on LinkedIn and Twitter.
Summary Keywords:
Audio, sonic, identity, brand, consumer, important, specialists, marketing, podcasts, meaning, decades, flexibility, strategy, trust, customers, rationalizing, James Bond, logo, touchpoints, agencies, CMO, CX
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