Somehow, consumer brands can teach radio something about audio. One by one, they’re realizing that, in the “audio renaissance” -- where everyone is walking around with airpods, major TV networks are leveraging pure audio (no-visual) lead-in’s to ads, etc. -- they need to have a sound to create lifelong dedication to their brand. And it goes way beyond sonic logos: seatbelt alerts, credit card payments -- so many of them now have a custom brand sound.
Indirectly, radio is benefiting from the movement, as the power of sonic branding is leading more advertisers to rediscover audio. So why don’t more radio groups, stations, personalities and others have a sonic brand of their own? Surely, no one understands the power of sound (to create lifelong listeners and customers) better than an audio business, right? The time is now.
This panel of radio and research luminaries lays out how real sonic strategies -- grounded in innovative creative analysis -- can empower managers, programmers and others to create indelible sonic identities, while helping sellers bring in more ad dollars.