How to Utilize Sonic Branding and the Modern Audio Landscape — Doug Gillon // A Fortune 500 Company

Doug Gillon, Brand Manager at A Fortune 500 Company, talks about leveraging language and sonic branding in the modern landscape. The unmistakable chime of your iPhone's alarm and the iconic startup sound of Windows computers have ingrained themselves in our daily lives, and instantly connect us with their respective brands. This is the essence of audio branding—leveraging auditory cues to create a strong and enduring brand association. Today, Doug discusses how to utilize sonic branding in the modern audio landscape.
About the speaker

Doug Gillon

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Doug Gillon is Brand Manager at A Fortune 500 Company

Show Notes

  • 03:34
    The power of audio branding
    Audio is a powerful tool for quickly immersing an audience in a specific experience, as seen in examples like Law and Orders iconic “dun dun” sound. Well-executed audio branding, when aligned with a brand's strategy, becomes a memorable aspect of a brand's identity.
  • 05:28
    Taking a strategic approach to audio branding execution
    The execution and placement of audio branding should enhance your brand's identity and media mix. It's crucial to experiment to find what suits your brand best and then use it strategically, being mindful of potential wear-out, and avoiding becoming too divisive.
  • 06:42
    Misconceptions surrounding audio branding
    Contrary to the perception that only a few brands excel at audio branding, it's more widespread than one might think, but often not overtly obvious. Recent lists of best audio brands have highlighted numerous successful examples with various approaches to audio branding.
  • 07:55
    The key to successful audio branding
    Brands recognized for their audio branding include MasterCard, State Farm, and Shell, and each of these brands has a diverse approach to sonic branding. The key is to create authentic and likable audio branding that won't wear out and can be used a lot to build strong brand associations.
  • 09:40
    The influence of audio association in branding
    From a branding perspective, it's crucial to recognize the power of audio and sound associations. Familiar sounds like iPhone alerts or the Windows boot-up sound reinforce positive brand associations.

Quotes

  • "We can learn a lot from the idea of thinking about audio as a way to put somebody where they need to be very quickly." - Doug Gillon

  • "When your audio branding is well executed, tied directly to your strategy, and it shows up constantly, you give yourself a whole other thing that allows customers to resonate with what's going on." - Doug Gillon

  • "Audio branding isnt necessarily a jingle, theme song, or an audio backing track. It depends on what is going to suit your brand and what is going to best accentuate your media mix." - Doug Gillon

  • "Sonic branding should be likable, enduring, authentic, and true to the brand. Like a logo or color, it should build a strong brand association." - Doug Gillon

  • "The power of audio association is evident in familiar sounds like iPhones default alarm clock or the Windows boot-up sound, reinforcing positive brand connections." - Doug Gillon

About the speaker

Doug Gillon

-

Doug Gillon is Brand Manager at A Fortune 500 Company

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