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Sonic branding: Why every brand needs it today

Sonic branding: Why every brand needs it today

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PREVIEW
AudioBrandingAI & ML
Roscoe WilliamsonRoscoe WilliamsonGlobal Creative Strategy & Innovation Director at MassiveMusic & Songtradr

Roscoe Williamson is the Global Creative Strategy & Innovation Director at MassiveMusic & Songtradr, known for his visionary approach in establishing innovative brand sounds. With an impressive portfolio, he has led sonic branding projects for renowned clients like Colgate, the Premier League, O2 (Telefonica), and TikTok. Notably, Roscoe collaborated with Samsung to develop their voice assistant, Bixby. He has shared his insights as a guest speaker on BBC Radio4 and at various conferences worldwide. As a contributing writer for Creative Review and Branding Magazine, Roscoe's expertise is widely recognized. His remarkable achievements include accolades from Cannes Lions, D&AD, The Clios, and Transform.

Description

All brands think about how they market themselves visually, but what about how they sound?

In this episode of Make it Make Sense, Roscoe Williamson, Global Creative Strategy & Innovation Director at MassiveMusic & Songtradr, dives into sonic branding. Find out exactly what it is, why audio is important in the today's media landscape and the common pitfalls to look out for.

Table Of Contents
Understanding sonic branding
Williamson defines sonic branding and how to maintain brand consistency and build sound equity across all consumer interactions.
The benefits of sound
According Williamson, the media landscape is getting more fragmented and research shows that consistent use of sound is an effective tool to cut through.
Drawbacks & advantages
Learn about the difficulties brands encounter in audio marketing, such as educating all stakeholders on its importance and ensuring consistent use
The importance of sonic branding
Explore with Williamson the process through which brands create strategies and collaborate with experienced partners to uncover opportunities for their brand.
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