Sonic Branding - Eric Singer, Coupe Studios Music + Sound Design
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Sound is a powerful memory trigger and has the ability to evoke the full spectrum of emotions faster than any of the other senses. This session will bring you inside the science of sound to learn how audio cues impact human reactions, and where audio in digital marketing and advertising is heading next. Presented by Eric Singer, Partner at Coupe Studios. You've seen (and heard) Coupe's work for some of the world's biggest brands and best agencies including Coca Cola, American Airlines, HBO and Starbucks.
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Sonic Branding - Eric Singer, Coupe Studios Music + Sound Design
- 1. MASTER CLASS Eric Singer FOUNDER COUPE STUDIOS MUSIC + SOUND DESIGN DENVER, CO ~ MAY 19 - 20, 2022 DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains Sonic Branding
- 2. SONIC BOOM. THE EXTRAORDINARY IMPACT - AND FUTURE - OF SOUND IN MARKETING PRESENTED BY Eric Singer Coupe Studios Music + Sound Design
- 3. Sound is a powerful memory trigger and has the ability to evoke the full spectrum of emotions faster than any of the other senses. This session will bring you inside the science of sound to learn how audio cues impact human reactions, and where audio in advertising is heading next. SONIC BRANDING
- 4. —Ad Age 2020 By capturing their ears, your sonic brand empowers your brand to resonate deeper with the humans who are your audience.
- 5. 1. From whence comes the amazing power of sound? 2. What secret ingredients comprise a sonic brand? 3. How can we marketers harness this unspeakable power for our own evil purposes? 4. A customer journey to beyond imagination. MASTERCLASS SYLLABUS
- 6. We begin life by decoding sounds in our mother’s belly. IN THE BEGINNING, THERE WAS SOUND
- 7. WE HEAR FIRST SOUND IS A POWERFUL TRIGGER Audio activates memory more quickly than any other stimuli 02 WE SEE SECOND Vision engages after hearing, and is less likely to prompt nostalgia 01
- 8. Sound bypasses the conscious mind, triggering what can be involuntary reactions. INSTINCT
- 9. SOUND IS A PROVEN BRAND RECALL CATALYST Research discovered that brands that use music aligned with identity are 96% more likely to be remembered by the consumer.
- 10. IPSOS 2020 STUDY ON BRAND IMPACT
- 11. The term “sonic branding” is new(ish). But we’ve been doing this a hundred years. OLD NEWS
- 12. The Challenge: Sensory overload The Opportunity: Audio-only touchpoints WHAT IS NEW?
- 13. What assets make up an audio brand?
- 14. SONIC BRAND COMPONENTS SOUND DESIGN MNEMONIC A short and distinguishable brand sound 01 Audio effects and ambiance created for consistency and recognizability 02 ORIGINAL MUSIC Music created specifically to evoke the feeling of the brand to be used in advertising and brand experiences 03 04 Consistent and distinctive talent selected and directed just for your brand SIGNATURE VOICE
- 15. McDonalds Original McDONALD’s ORIGINAL + COUPE’s REFRESH Coupe Refresh Montage
- 16. Brand anthem Artist collaborations User generated content Seasonal or campaign versions MUSIC - BEYOND NEEDLEDROP
- 18. AN INTERNATIONAL STUDY SHOWS: DIFFERENT AUDIO ATTRIBUTES HAVE DIFFERENT RECALL IMPACTS
- 19. All State Kaiser Permanente Esurance SIGNATURE VOICE TALENT
- 20. SONIC PACKAGE FOR OXYGEN BANK Here’s a sample of recent Coupe sonic branding package. The sonic suite included more than 50 custom sounds.
- 21. SOME BEST PRACTICES Invest in the planning stage Think long term Option to “listen later” and/or a TL;DL version Leverage existing content Consider the full customer journey
- 22. BEST PRACTICES - TECH EDITION Timing is everything: 3 is the magic number Mix for the right output Write it down: transcription Invest in quality: recording and post X
- 23. Hardware sounds (Automotive, devices, appliances) Smart speaker integration (don’t forget to register your invocation word) APPLICATIONS
- 25. UNDERUTILIZED STAR POWER Sonic Brand elements encompass less than 10% of brand assets on average, a huge missed opportunity, given the relatively low cost of developing a sonic brand.
- 26. AUDIO, THE HARDEST WORKING ELEMENT IN SHOW BUSINESSES It’s time to evolve brand toolkits with a focus on assets that improve performance. Audio branding systems, such as sonic logos, are long-term brand assets that can evolve as the brand refocuses its positioning without sacrificing visual brand equity that has been built.
- 27. THE DUDE’S BIG ADVENTURE
- 28. Targeted Spotify Ad THE DUDE’S BIG ADVENTURE
- 29. In Store Music & Promos THE DUDE’S BIG ADVENTURE
- 30. Informational content THE DUDE’S BIG ADVENTURE
- 31. Podcast THE DUDE’S BIG ADVENTURE
- 32. Podcast THE DUDE’S BIG ADVENTURE
- 33. The app THE DUDE’S BIG ADVENTURE
- 34. The app THE DUDE’S BIG ADVENTURE
- 35. Audio logo THE DUDE’S BIG ADVENTURE
- 36. 20K Hz Podcast: 20k.org Audio Branding Podcast: voiceoversandvocals.com/podcast Book: Audio Branding by Laurence Minsky & Colleen Fahey CoupeStudios.com eric@coupestudios.com | +1.303.447.0551 RESOURCES