Tuesday 4 January 2011

Sonic Branding: Good Times Ahead


It's going to be a very good year for sonic branding. Here's why...

1. Mature capabilities

I look around the world and see practitioners with experience, credibility and creativity. It's not just chancers any more!

2. More ways to hear

It's going to be a massive year for tablet PCs, super-Smart phones and Internet TV. More gadgets, more speakers, more Opportunities to Hear.

3. Sonic BRICing

Not a hard one to spot but the BRIC economies are going to continue to bring growth to the global economy. Even better the BRIC economies, having rapidly industrialised and constructed will now grow faster in services/intangibles than ever before. Cue 'branding' as the essential differentiator between services...

4. Mainstream acceptance

The outstanding campaign of 2010 had to be Old Spice. Fantastic TV scripts, great social media integration, super sales results. The ads that won all the awards had a big, fat, memorable sonic tagged on the end. If anyone tries to tell you sonics are anything but an effective, essential component of a TVC, just show them the Old Spice spots.

5. Passion

The people who believe in sonic branding will make it happen in 2011. As we all stagger back to work in January let's remember what it is that gets us excited: great creative work built on ground-breaking strategies for appreciative clients!

Good luck!

DMJ