Marketers often overlook and undervalue the power of sound in their quest to develop distinct, memorable brand identities. In today’s media rich environment where audio-enabled touch points are increasingly available, the strategic use of sound plays a key role in brand differentiation, recognisability, preference, emotional connection, and purchase intent. Steve Keller, CEO/strategist for iV / iV2, explores the discipling of audio branding, opening your ears to how brands can harness the power of sound to engage consumers, establish identity, and maximize ROI. From the Transform conference MENA in Dubai on 2 June 2014. For more info on Transform events please visit http://www.transformmagazine.net

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sound business :
giving your brand a voice
- then teaching it to sing

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branding

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branding

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Don’t Leave Home Without It
branding

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branding

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audio branding
ux / uibrand theme
product sound
mnemonic
brand voice
soundscapes
advertising sound
branded audio content

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audio branding
sight sound
?

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audio branding
relative importance
41%
58%
sight sound

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audio branding
marketing expenditure
12%
84%
sight sound

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sound benefits
communicates on a deep emotional level

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sound benefits
speaks a universal language
communicates on a deep emotional level

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sound benefits
creates meaningful associations
speaks a universal language
communicates on a deep emotional level

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sound benefits
creates meaningful associations
speaks a universal language
communicates on a deep emotional level
acts on our physiology

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connects us
creates meaningful associations
speaks a universal language
communicates on a deep emotional level
acts on our physiology
sound benefits

15. engagementidentity
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asset
ROI
sound business

16. intuition
art science
data
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sound strategy

17. andart science
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sound strategy

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sound strategy
strategist
creative director
behavioral economist

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sound strategy

20. 70% redemption rate
30% increase in engagement
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the power of sound

21. 29% increase in sales
16% increase in traffic
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the power of sound

22. 130% increase in sales
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the power of sound

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the power of sound
27% increase in sales

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sound business :
give your brand a voice
- then teach it to sing

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danke! thanks! ‫ﺷﻛﺭرﺍا‬
skeller@ivaudiobranding.com @ivgroup