Special Session: Super Sonic Logos: The Power of Audio Branding: An Abstract

Audio branding is not new. Neither are audio logos. What is new is an appreciation of sound. Not surprising sound is riding the wave of smart speakers. Houses are becoming more voice-activated every day turning lights and sound. We are telling Alexa and Google daily to not only play our favorite music and podcasts but to buy our groceries and clothes. By the end of 2021, 23.5 million people will have made a purchase using a smart speaker (eMarketer 2020). Voice shopping is also expected to jump to $40 billion in 2022 (OC&C 2018). The father of “atmospherics” Philip Kotler (1973), believes that today’s atmospherics (sound) must be designed for devices as well as spaces (Minsky and Fahey 2017). Sound has always been and continues to be a powerful atmospheric for not just marketing but movies, television, media, sports, etc. It is clearly the time for brands to really focus on audio branding because “brands without an audio presence will have no presence” (Ciccarelli 2019).

Audio branding is defined as “the approach of using unique, proprietary sound and music to convey a brand's essence and values. Just as visual branding defines a brand using color and shape, audio branding defines a brand through sound and music” (American Marketing Association 2019). Sonic branding serves two primary functions: “the essence of sonic branding is twofold: the creation of brand expressions in sound and the consistent, strategic usage of these properties across touchpoints” (Jackson 2003). A sonic logo can be considered a brand’s musical nickname. “The audio logo represents the acoustic identifier of a brand and it is often combined with an (animated) visual logo. It should be distinct/unique, recognizable, flexible, memorable and fit the brand by reflecting brand attributes” (Bronner 2009). It has “a powerful sonic mnemonic function” (Renard 2017). It is “a vessel for associations” (Jackson 2003).

Whether you consider them to be music to your ears or earworms, this special session celebrates the twelve most noteworthy sonic logos of all time, and the people who gave them the notes. So open your computer and meet Water Werzowa (Intel) and Brian Eno (Windows 95). Turn on your favorite television show or movie and say hello to Mike Post (Law and Order), Dr. James “Andy” Moore (THX), and John Williams (Jaws) and don’t forget to hum those NBC chimes. Keep your phone on in case you get a ring from Lance Massey (T-Mobile) and Joel Beckerman (AT&T). And if you get hungry, there’s always Coca-Cola (Joe and Umut) and McDonald’s (Bill Lamar). And you can charge it on your Mastercard (Raja Rajmannar).