Sonic branding has a tendency to fall off the radar for many marketers, a panel including Dentsu Creative CEO Kirsty Muddle and Eardrum founder Ralph van Dijk, has asserted at Mumbrella Audioland.
The panel also discussed how marketers can fail to use sonic devices consistently over time.
“I’ve seen sonic logos played at the beginning of an investor presentation to shareholders, and that sonic device has got all the equity of their success over the past six months,” said Muddle.
“It conveys the success of the business, and if you take it off the end of an ad you’re losing that equity over time.”
“It’s up to the CEO and the brand to be really disciplined and say ‘we have created this asset and we want to build this brand code’”, said van Dijk. “And in order to do that, it has to be a non-negotiable when it comes to …