In today’s interview Bjorn Thorleifsson, the Head of Research and Insights at amp Sound Branding, delves into the importance of sound in marketing, specifically focusing on sonic branding. He provides valuable insights into how marketers should be thinking about leveraging sound, emphasizing its emotional impact, cross-cultural relevance, and the need for a flexible and holistic approach. As technology continues to evolve, brands that invest in creating a distinctive and memorable sonic identity are likely to leave a lasting impression on consumers.

Some key takeaways:

• The Rise of Sensory Marketing: With the advent of technology like smart speakers and platforms such as TikTok, sensory marketing is becoming increasingly crucial. Brands are now thinking beyond campaign-driven sound and exploring how to create brand equity through a holistic approach to sound.
• The Emotional Impact of Sound: Sound has a unique ability to affect emotions quickly and deeply, often faster than visuals. Bjorn compares it to being a "highway to our emotions," making it a powerful tool for marketers to connect with consumers on an emotional level.
• Sonic Branding vs. Sound: Sonic branding involves using music and sound to benefit companies, creating a recognizable brand identity through sound. It goes beyond a simple sound logo, aiming to build memory structures for the brand through a more holistic and flexible sonic identity.
• Sharing Sonic IP: Unlike visual IP, releasing sonic elements can create a sense of community and engagement.
• Holistic Approach to Sonic Branding: Sonic touchpoints vary for each brand and can include elements like hold music, message notifications or payment confirmation. UX UI sounds, such as notification sounds, can be crucial for building brand recognition.
• The Durability of Sonic Branding: Sonic branding has a long-lasting impact, creating memories that can be recalled even after years. Nostalgia plays a role, but flexibility allows brands to adapt and resonate with new generations.

In today’s episode, MaryLeigh Bliss, the Chief Content Officer of YPulse, dives into the dynamics of social media and its significance for brands aiming to connect with young consumers. 

Key takeaways:

On Beyond TikTok. While TikTok remains a dominant force, your social media playbook isn't solely a TikTok playbook. Young consumers, on average, use six social platforms.

The Next Big Thing.  Experiment with new platforms ... but don't put all of your eggs into the latest trend basket.

All About Authenticity. Timeliness matters. Empower your social media teams to adapt, respond, and take advantage of platform trends.

 One and Done? Maybe. It's better for brands with limited resources to excel on one platform authentically than to spread thinly across multiple platforms.

X Doesn't Mark the Spot. It’s ok to forget about X, but not text. Use your words in the comments sections of other platforms. 

Regular People Resonate. Leveraging user-generated content and spotlighting regular people's posts in advertisements or social media feeds resonates well with young consumers.

It’s Not Your Intern’s Social Media Team.  Social Media is *the* place where consumers (13-39 y/o) report seeing advertisements that made them decide to make a purchase. Staff this vital part of your marketing team with experts who understand each platform.

In today’s podcast, global marketing and innovation expert Professor Stefan Stremersch offers insights into a holistic ideation process, balancing customer-centric approaches, diverse ideation sources, and the evolving role of AI. As businesses navigate the innovation landscape, understanding consumer perceptions and strategically implementing generative AI tools can shape the future of ideation and market success.