[Ipg-smz] Sonic Branding cartoon | Marketoonist | Tom Fishburne

[Gabe Goldberg]

Brand style guides are traditionally visual. When brand interactions are 
increasingly screenless, how do brands stand out?  How do brands show 
their identity in a world of sound?

Several brands have recently announced new sonic branding strategies in 
the last year, including HSBC, Coca-Cola, and MasterCard.

MasterCard CMO Raja Rajamannar said that agencies asked if he “was 
smoking something” when he first shared a brief to develop a brand 
identity without visuals.  But after two years of development with 
musicians and branding experts, they recently introduced a whole new 
sound identity that will be part of how the brand communicates at every 
touchpoint, online and offline.

https://marketoonist.com/2019/07/audio-branding.html

Great, I already hate these -- Liberty Mutual tagsound, Kars for Kids 
noise has me muting.