Unraveling the Evolution of Sonic Branding

Music and sound has always possessed an innate power to evoke emotions, and create memorable connections with various aspects of our lives. This can be seen in various forms preceding the earliest use of sonic branding in advertising. It was only in the 1920’s where this power of music and sound began to be harnessed in advertising to increase brand recognition and create memorable audio identities for brands or products.

From its humble beginnings to present-day prominence, let's track the fascinating journey of sonic branding, exploring its roots, evolution, and what the future might hold for this unique form of branding. First, let’s look at some well-known musical examples that have formed lasting connections over the course of history and then dive into how it has been incorporated into advertising.

Prominent Sonic Associations:

• “Taps” by Daniel Adams Butterfield (1862):
  • Association: The haunting melody of "Taps" is strongly associated with military funerals and is a powerful symbol of honor and respect.
• "Flight of the Bumblebee" by Nikolai Rimsky-Korsakov (1900):
  • Association: This rapid and intense composition is often associated with speed and frenetic activity. It's been used in various films, cartoons, and commercials to convey a sense of urgency or energetic motion.
• "Pomp and Circumstance" by Edward Elgar's (1904)
  • Association: Often played during graduation ceremonies, creating a nostalgic and celebratory atmosphere.
• "Fanfare for the Common Man" by Aaron Copland (1942):
  • Association: Originally composed as a musical tribute during World War II, this piece has come to represent the everyday hero. Its use in various contexts, from sports events to patriotic displays, links it with the concept of the common person achieving greatness.
• Mission: Impossible Theme Song by Lalo Schifrin (1967)
  • Association: The iconic theme known for evoking a sense of suspense, tension, and excitement is often associated with spy thrillers and action-packed scenes.
• "Empire State of Mind" by Jay-Z and Alicia Keys (2009)
  • Association: This song has become an anthem for New York City, capturing the spirit and energy of the city that never sleeps.

While these are not examples of our modern day understanding of sonic branding in advertising, they are great examples of how music has the intrinsic ability to tap into our emotions, and create lasting connections and associations.

The Birth of Sonic Branding (1920’s):

One of the earliest examples of sonic branding in advertising, is the chime used by NBC radio in the 1920s. This 3 note sonic logo was originally performed live by the radio announcer on a set of hand chimes. This later became automated in 1932. The NBC chimes were so iconic, they became the first sound ever to be awarded an audio trademark.

This era marked the advent of radio as a powerful medium, which reached millions of households and fundamentally altered the way people consumed information and entertainment. It is when brands strategically began integrating musical elements, jingles, and unique sounds into their advertising campaigns. As a result, this time period is typically marked as the birth of sonic branding, a revolutionary concept that aimed to create distinctive audio identities for brands or products. The goal was clear: leverage the emotional impact of music to etch brand names into the minds of consumers, fostering lasting connections beyond the visual realm.

Evolution through Television and Film (1950’s - 1980’s):

As television gained popularity, sonic branding evolved alongside it. The transition from radio to TV demanded more sophisticated audio elements to complement the visual experience. Iconic jingles like the Intel chime and McDonald's "I'm Lovin' It" theme began to establish themselves as integral components of brand identity.

Television shows also began incorporating catchy theme songs, often composed specifically for the series. These themes served as sonic signatures, instantly recognizable and associated with the particular show. Examples include the memorable theme of I Love Lucy (1951-1957) or the instrumental opening of Mission: Impossible (1966-1973). These sonic elements not only established the tone of the show but also contributed to the overall brand identity.

In the realm of film, the use of musical scores became a defining feature. Composers like Max Steiner and Bernard Herrmann revolutionized the cinematic experience by crafting original scores that not only complemented the narrative but also became inseparable from the identity of the films. Iconic musical themes, such as those in Alfred Hitchcock's Psycho (1960) or John Williams' compositions for Jaws (1975) and Star Wars (1977), exemplified how sound could become synonymous with the cinematic brand, creating lasting impressions on audiences.

See the USA in Your Chevrolet:

Sonic Branding in the Early Digital Age (1980 - 2000):

The advent of the digital age brought about new challenges and opportunities for sonic branding. As consumers migrated to online platforms, brands needed to adapt their audio signatures to the digital landscape. Intel, for example, adapted its audio logo for use in computer startup sounds. The rise of internet usage, video games, and streaming services created diverse touchpoints for sonic branding, influencing the way companies connect with their audiences.

This online transformation began to shift how brands and advertisers think about the use of audio and music. With the increased areas of opportunity for brands to reach consumers through sound, the need for a holistic and comprehensive approach towards sonic branding became increasingly critical. Tech giants like Apple and Microsoft invested heavily in creating distinctive sounds that accompany their products and services, enhancing user journey and experience. Additionally, cross-channel platforms such as YouTube, became a hotspot for sonic branding, by further amplifying the reach and impact of audio elements.

Social Media & The Rise of Audio (2000’s - Present)

With the rise of social media in the age of smartphones, the use of interactive voice assistants, apps, smart devices, as well as the podcast growth seen over the last 20+ years, sonic branding has had unprecedented growth in various industries. Leaders in technology, entertainment, retail & consumer goods, automotive & telecommunications continue to invest heavily in their sonic identities, while there has also been notable growth from the hospitality, healthcare & wellness, and finance industries.

The customer audio journey is now a diverse landscape that demands a methodical approach to be able to establish brand recognition, consistency, differentiation and an emotional connection.

Cultural Adaptations and Global Appeal:

Sonic branding has not only evolved with technological advancements but has also adapted to cultural nuances worldwide. Brands recognize the importance of tailoring their audio identities to resonate with diverse audiences. Local adaptations and cultural integrations have become crucial in establishing a global brand presence.

Brand Partnerships and Collaborations:

Sonic branding has further evolved through strategic partnerships and artist collaborations. Music artists and composers are now actively involved in creating bespoke sounds for brands, adding an extra layer of authenticity and creativity to sonic identities. These collaborations between brands and musicians have given rise to unique audio experiences that resonate with consumers on a deeper level.

Case Study: Walt Disney World

Check out our case study for Walt Disney World's 50th Anniversary, which included a brand anthem, campaign mnemonic and brand + artist collaboration, utilized throughout global communications and on-site usage across all 4 Disney theme parks.

Conclusion:

The journey of sonic branding over the last 100 years is a testament to its significance. As we look ahead, the growth and creative possibilities are exciting to consider. The rise of artificial intelligence, augmented reality, and virtual reality presents exciting opportunities for brands to create immersive sonic experiences that transcend traditional boundaries.

The evolution of sonic branding is not just a story; it is a continuing narrative of innovation, creativity, at the harmonious intersection of brand storytelling and human emotion.

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