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Sonic branding: The value of intentional audio in the new normal
Recently, there has been a surge in interest in sonic branding, this untapped, valuable communication tool, and its ability to enhance customer experiences. Why are brands such as KitchenAid, Toshiba, Kentucky Fried Chicken and others investing in sonic branding? What is driving this brand imperative to new heights? 2020 has been a game-changing year. Businesses have had to adopt new ways of operating, employees are working remotely and students are facing distanced learning. At the same time, technology has advanced to deliver exceptional sonic communications. We are in a voice-first/sound-first world. And that will not change, even when the pandemic is under control. This is the new normal and everyone must adapt. This paper shares insights on what sonic branding is and why creating your proprietary sound is a brand imperative. You will learn how to: create valuable brand equity using sonic branding; elevate your brand through music, sound and voice; make your brand more relevant by embracing today’s technology; bring empathy and emotion to your brand’s narrative; improve your return on investment (ROI) by creating a sonic system that is flexible, sustainable and authentic; and most importantly, understand this new shift and what can be done to build a successful future.
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Audrey Arbeeny is the Founder, CEO and Executive Producer of Audiobrain, created in 2003 and widely recognised as a global leader in sonic branding. Among Audiobrain’s many iconic sonic branding clients are Microsoft, Google, IBM, KIA Motors Corp, Vanguard, GlaxoSmithKline, Johnson & Johnson and Merck. In addition to her music and branding expertise, Audrey has a noteworthy background in psychology, biomusicology and psychoacoustics. Audiobrain has led many sonic branding initiatives based on health and wellness through the intentional development of music, sound, voice and vibration experiences. Audrey recently completed two full terms on the Board of Governors of the National Academy of Television Arts and Science New York Chapter and authored a chapter for the highly acclaimed book, Voice Technology in Healthcare. Recently, she was named one of the ‘Top 17 Design/Product Pros in 2020’ by voicebot.ai. She has been the Music Supervisor for nine Olympic Broadcasts with NBC, for which she won two Emmy Awards.