Brand Identity vs. Commercial Track
A new decade means new material that has just entered the public domain. This would probably go unnoticed by many, but not for brands like United Airlines, who have used Rhapsody in Blue by George Gershwin since the mid 1980’s.
How a new approach to sound could bring attention to your brand
“Sound is not an add-on to the message – it is the message,” says Michael Boumendil, founder of Sixième Son
Trend: devices get better at saying without talking
Auditory experiences get louder as we look beyond the playing field. We’re feeling it in our business at Sixième Son. Companies are definitely seeking, not exactly louder, but more coherent approaches to sound.
Datakalab & Sixième Son partner for sonic testing
“Sixieme Son has a strong research culture”. Partner company helps brands become stronger through sound and music.
HOW TO USE SOUND STRATEGICALLY IN HOSPITALITY?
Hospitality aims at layering experiences for the customer through sensory branding as it allows prioritising and optimising sensory interactions through all touchpoints of the customer experience.
United’s sonic brand: Rhapsody in Blue falls into the Public Domain
The association with the brand is powerful, but if I were advising an airline today, I’d recommend they go with a tailor-made, proprietary sonic brand.
WHAT CAN BRANDS LEARN FROM THE 2020 GRAMMYS?
Advancing into the new decade, the grammy awards provides telling clues as to what today’s audiences are responding to in the world of music. Below is a brand musical strategist’s perspective on the trends worth paying attention to.