Instead of fixating on visuals, focus on sound and motion for effective branding

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 14, 2022, 3:37 AM GMT+0

Brands need to focus on incorporating sonic and motion elements as core factors in their marketing strategies.

Motion and sound have been restricted to being “nice to have” elements in branding extensions for a long time. But, statistics around brand metrics indicate that brands should think otherwise. Sound leads to a 26% increase in brand awareness and a 46% increase in brand favourability.

Many companies have already incorporated sound in their branding efforts and managed to grab audiences’ attention and elicit emotion. For instance, Mastercard uses holistic and DNA-based sonic identity across its global digital platforms and physical retail services to gain an audio advantage over competitors.

Similarly, companies like Netflix have leveraged motion in their 3D advertising on the Piccadilly Lights screen in London. To enhance the equity in their identities, brands must focus on building motion and sound-based strategies. In fact, they should consider motion and sonic elements while responding to a strategic brief.

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