At the recent D&AD Festival, MassiveMusic emphasized the importance of sonic branding, showcasing its evolution through iconic sounds from brands like Intel and Disney Plus. Ed Trotter and Rick Sellars questioned the audience's ability to identify branding sounds correctly, revealing a concerning low accuracy rate among listeners. This illustrates a substantial opportunity within sonic branding, as many brands, despite their efforts, still lack effective sound association. The discussion highlighted the challenge of sameness in sound branding, which could hinder unique brand recognition.
"Many brands seem to think they need to have five-note sounds... As more brands engage with music, there's a homogeneity—it's the bing-bong apocalypse."
"There's a great opportunity for sonic sound and branding to become a potent force, as many brands fail in correct attribution through their sound."
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