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What's Next: Sonic Branding
The webinar on sonic branding, led by Robert Davis from Ogilvy USA, emphasizes the importance of how brands sound in addition to how they look. It covers key concepts of sonic branding, including the role of voice assistants and the necessity for brands to develop comprehensive sonic strategies. The document provides insights into voice SEO, the growth of voice-activated technology, and its implications for brand health and marketing.
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What's Next: Sonic Branding
- 1. Powered by What’s Next: SonicBranding
- 2. Welcome Robert Davis Head ofDigital Ogilvy USA New York Laurie Close Consultant Ogilvy Consulting London
- 3. Tell us where you aredialing in from! What’s the weather like in your city?
- 4. Do you want this deck? Itwill be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
- 5. September 16, 2019 MakingBrands Matter To The Ear Sonic Branding Rob Davis Head of Digital Ogilvy, USA
- 6. September 16, 2019 Wespend a lot of time perfecting how a brand looks. 6
- 7. September 16, 2019 Today,there is equal need to focus on how it sounds. 7
- 8. September 16, 2019 SonicTruths 8 Thought Starters for understanding Sonic Branding #1 – Sound is not a channel (its part of the brand) #2 – It’s already omnipresent and catalyst for growth #3 – It’s an indicator of brand health #4 – Voice SEO is already a thing #5 – Assistants (Alexa, Cortana, Siri, etc) are stepping stones
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- 10. 10 Sonic Branding Isn’t thatjust a pretentious way to say “voice”?
- 11. 11 Sonic Branding Isn’t thatjust a pretentious way to say “voice”? No, and there’s a good reason behind this.
- 12. September 16, 2019 Voiceis only one aspect of the sonic branding landscape. 12
- 13. September 16, 2019 VOICE Differentiatingthe Components of Sonic Branding AUDIO How a brand converses. How a brand is heard.
- 14. 14 How do brandsplan for a full Sonic Branding strategy?
- 15. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
- 16. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
- 17. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
- 18. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
- 19. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
- 20. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
- 21. 21 Voice SEO isa valuable way to get started.
- 22. September 16, 2019 ThePlatform Shift 22 It took about 30 years for mobile phones to outnumber humans. Voice assistants are on track to get there in about half of that time. - Atlantic, “Alexa, how will you change us?”, November 2018
- 23. September 16, 2019 VoiceSearch By The Numbers 23 GOOGLE ASSISTANT • 2016 • Worldwide (52 countries) and 30 languages by the end of2018 English, German, French, Italian, Japanese, Korean, Spanish, Brazilian Portuguese • Google Home devices, Chromebooks, Google smartphones • Third-party hardware. Android smartphone, TVs and more than 5,000 compatible devices • Search, services, advertiser, productivity tools APPLE SIRI • 2011 • Worldwide, 15 languages • iPhones, HomePod, AirPods, Apple Watch, Mac computers and other Apple devices • No third-party hardware • Hardware, software, services MICROSOFT CORTANA • 2014 • Worldwide. English, Portuguese, French, Chinese, German, Italian, Japanese, Spanish • Microsoft computers, tablets and devices, running Windows 10, Xbox One, Herman Kardon Invoke • Third-party hardware. Windows, 10 devices • Software, productivity tools, services AMAZON ALEXA • 2014 • Worldwide (89 countries), English, German, Japanese • Echo devices, other Amazon branded devices, including Fire TV Stick, Fire Tablet, amazon Tap. Dash Wand • Third-party hardware. More than 12,00 compatible devices • Retail, services
- 24. September 16, 2019 TheWay We Query 24 Your top paid and organic keywords will not be your top voice queries Why? Go back to basics of how humans talk…. You don’t walk up to someone and say “best laptops” You would say “What do you think is the best laptop and why?” Or… “Do you know where I can buy a good laptop?”
- 25. September 16, 2019 It’sA Different Landscape 25 You can’t buy your way to ubiquity, yet.
- 26. September 16, 2019 ANeat Parlor Trick 26
- 27. September 16, 2019 LearnMore 27 https://www.globalstrategies.com/voice-search/
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- 29. September 16, 2019 THEHOUSE OF SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
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