New Leaps in Branding and Sound

Marketers employ sonic branding to tell a story, connect with audiences on a more profound level, and ultimately, gain customer loyalty (and certainly, a boost in sales doesn’t hurt!). Increasingly, the sophisticated use of musical collaborations, technology, and savvy marketing basics blur the lines between branding and entertainment.

First and foremost, brands use music as a storytelling tool — in these cases, Activia promoting healthy children in Brazil for the 2014 World Cup, or the inimitable sounds of GE machinery — and partnerships with big-name musical artists expose your brand to a bigger audience. Brands also use music as a visceral and emotional bridge to the audience.

Some brands go above and beyond with music by creating a joyful experience for the customer. From something as simple as altering a scan at a grocery store checkout to creating a luxurious, immersive theatrical experience in the heart of London, these two global brands harness the power of music in making an indelible impression.