McDonald's, Old Spice and Corona prove the best branding is multi-sensory.
of their senses. For a brand to succeed in the modern age, it needs to be more than meets the eye, and savvy marketers are building holistic expressions that consider what people see, hear, feel and believe.
Before I started working in the world of sonic branding, I was skeptical myself. But all that changed when I discovered the interconnected similarities between great sonic branding and the way visual brands are built. When sonic and visual elements are aligned, they reinforce one another, creating a more complete, unified brand experience. In our work with PepsiCo, we’ve seen significant uplift for their visual brand assets when sonic cues are applied. According to audio research company Veritonic, the introduction of sonic assets for the chip brand Tostitos saw a 38% increase in brand recall after only six months in market.
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