What’s That Sound?

No.188: 19th Mar 2024

Hi, it’s David here.

This week's newsletter is written by Dom Hodge who is Head of Music and Sound at Yoto and one of the members of our Expert Network.

He loves all things audio and believes the use of sound is something that is more relevant than ever in telling a brand story, but also one that has been pushed to the background as the digital noise takes over.

I was taught that music/sound tells you how to feel and has the ability to have a genuine emotional connection, something that is often lacking in the current comms world we live in.

Recently we have been helping iHeartMedia (the largest audio company in the US) and it is so clear that they provide an opportunity for brands to figuratively and literally reclaim their voices.

As always, curious to hear what you think.

David Alberts

Co-Founder and Chief Vision Officer at BeenThereDoneThat

Hi, it’s Dom here.

Our story begins in the early 20th century and the explosion of radio as a groundbreaking medium, with families gathered around crackling radios, listening intently to captivating stories and catchy tunes. Advertisers seized this opportunity, crafting memorable jingles that became the soundtrack of an era. These melodies and messages weren't just selling products; they were weaving themselves into the fabric of society, imprinting brands into the minds of consumers.

We fast forward to the ever-colourful world of television in the mid-20th century. With visuals taking centre stage, sound remained a steadfast companion, amplifying the impact of advertisements. Memorable slogans and jingles like "I'd Like to Buy the World a Coke" danced through living rooms, making a genuine impact on popular culture.

However as we enter the digital age our story started to change. Whilst sound was still there, visuals started to dominate more and more. How a brand ‘looked’ was seen as far more important than how it ‘sounded’.

But not all was lost.

The late 90s saw the idea of sonic logos emerge with gusto - the Intel Inside mnemonic still often cited as best practice in the field. Since then many brands have begun to take their sound much more seriously and we are in the midst of a sonic branding renaissance with brands such as MasterCard and Coca-Cola innovating and investing heavily.

So where are we today and why should sound matter to brands?

I don’t need to tell you how distracted we all are or how screens and social media feed off our attention; however, within this quagmire the ability to be heard becomes evermore important. When we hear a sound our echoic memory works far faster than our visual one and it has the ability to store memories in a much more potent way. All of us have witnessed how a sound or a song can transport us instantly to a time or a place - this is the power of sound and memory in action. In a cluttered environment someone may well hear (and then recall) your brand far better than notice it through the visual noise that surrounds them.

Sound in the form of music also has a unique ability to move the emotional dial. When a brand uses musical cues in the right way (from ads through to retail, experiential to endorsements) it can transform the mood of the user. Making people feel happy, safe, valued or excited through sound is never a bad thing!

Added to this is the fact that millions of customers are also choosing to listen vs watch with their leisure time. According to recent research from MusicWatch over half of US households now have a digital music subscription and podcast and non-linear radio use continues to boom. Brands need to think carefully about how they sound in these environments. The music they use, the choice of voice, the creation of a sonic logo; all of these things require the strategic rigour and creative flair that goes into the visual articulation of brands.

Technology has long been the friend of music and we’re entering an incredibly exciting time where generative AI is allowing us to create new sounds, music and voices almost instantly. It also allows us the chance to adapt and customise how things sound, change language, change genre and personalise sound. All of these things present opportunities for brands to consider. How will they let audiences interact with the sound of the brand? Is their sonic identity static or fluid? How can they make their sound dynamically fit occasions, channels, locations with ease?

I’ve always been fascinated by how things sound and will never be bore of trying to make others excited by it too! I believe every brand - from start-up to global giant, disruptor to establishment - need to care about how they sound and jump on board the exciting world that lies ahead.

Dom Hodge?

Head Of Music & Sound at Yoto and Member of the BeenThereDoneThat Expert Network

Supporting Articles:

1. Sonic branding will gain traction in 2024: But what is the recipe for success?

2. The Future of Music: How Generative AI Is Transforming the Music Industry

3. Why brands should consider the power of connection through shared song

4. Why companies should associate their brands with sounds

We'd love to hear what you thought about this newsletter! Reply in the comments below or reach out to us! To find out more about BeenThereDoneThat, connect with us on LinkedIn or visit our Website. If you'd like to receive the School of Athens weekly newsletter every Friday directly to your inbox, subscribe here. If you'd like to get in touch about working with us or to hear more about what we do, email [email protected]