As Voice Continues Its Rise, Marketers Are Turning to Sonic Branding

Why Visa, California Closets and more are rethinking audio


Sound is a powerful tool that can trigger specific memories or emotions. It’s a staple for marketers who have used jingles (think, “I’m a Toys R Us Kid”) to connect emotionally with consumers, whether on TV or radio. But as technology like Amazon’s Echo or the Google Home Assistant become more embedded in our daily lives, it’s becoming increasingly important for brands to create those same emotional connections without visuals, just sound.

Cue sonic branding—the use of a sound, song or melody to help reinforce a brand’s identity.

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This story first appeared in the Jan. 15, 2018, issue of Adweek magazine. Click here to subscribe.