Companies must register their audio assets as trademark and copyrights

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 22, 2019, 2:24 AM UTC

This could make way for royalties and capture value over time.

The piece states that the rapid adoption of smart speakers and voice assistants has made marketing more audible and less visible. The article cities three “Pillars of Sound Business” that are believed to be the key to understand and measure the performance of sound in various contexts.

These are, the pillars of engagement (behaviour), identity (perception) and management (equity). The piece argues that audio must be considered from the perspectives of habit formation, behavioural design and behavioural economics.

A sonic identity being developed must be congruent, distinct, flexible, recognisable and ownable. Audio assets must be registered as trademark and copyrights to capture more value over time. The author recommends being aware of sonic identity best practices considering the tools that need to be managed, maintained and measured.

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