John Smeddle, Head of Creative, WithFeelingWe’re living in a time when division has replaced unity and the manipulation of AI is amplifying distrust. The great Brene Brown once broke down fundamentalist fervour as: “I’m right, you’re wrong, shut up.” One wonders if she knew that this type of bombast would soon become very evident in society, and that the illusion of ‘the world as a global village’ has now become a joke. music
And AI? Well, once our experience with AI has evolved beyond baby steps, everyone will agree that it’s more “wheel” than “gunpowder”. Right now, however, ignorance of its potential or fear of skills theft is keeping AI on the side of the aggressor for many.
The above two paragraphs are separate notions. But where they meet, of course, are in the areas of politics and marketing. Their common ground; distrust.
Well, we’re not here to talk about politics, you’ll be relieved to read. Nor are we here to dissect the insidious exploitation of AI to gain favour in either politics or marketing.
Rather, to remind ourselves of the last bastion of communication whose power of connectivity engenders trust amongst those in harmony with it and respect for those not in harmony.
Music.
And why music in marketing, aka sonic branding, is not a manipulation tool to change consumer behaviour. We often think it can, but all it does is implant an emotion which the mind decides is of value, or not.
Beethoven’s fifth symphony was played on certain radio channels in Britain during World War 2 in a bid to persuade the population their fate was inevitable, and they should prepare for life in a German province.
Coca-Cola used Elton John to sing to North America that they’re going to ‘love Diet Coke just for the taste of it’. Look up the relevant figures from 1991. North America replied: “Don’t tell us what we’ll love, we’ll make that decision themselves”. And that’s a response from the most easily manipulated market in the world.
Music exists in marketing to induce trial, not loyalty. It doesn’t debase.
It doesn’t create FOMO. And it can’t lie on behalf of the brand it represents. Imagine if the iconic audio signature for Emirates Airline had been used for Ryanair. The misrepresentation would have been catastrophic for the discount airline.
Jerry Della Femina, one of the great advertising luminaries towards the end of the last century, once made the correct assertion that “Nothing kills a bad product faster than good advertising”. Today, if applied to the use of sonic branding, the quote may read: “Nothing disappoints a consumer more than an experience which doesn’t match the music”.
Isn’t that the honesty of music? You either like it or you don’t. If you like it and it moves you to try the product, great. If the product doesn’t reflect the emotion you felt when you first heard the music, you have been lied to. It’s that simple.
If you’re unsure about sonic branding but need to take a decision on whether to invest in it or not, don’t ask AI to describe the benefits because it’ll came up something like this: Sonic branding is indeed an essential element of modern marketing, as it leverages sound to create emotional connection and enhance brand recognition.
Honestly, that’s like saying Bella Hadid is the world’s most beautiful woman because on the facial symmetry index she scores 94 per cent It’s just not enough.
The music element of sonic branding does what all music does. It stands
Proudly and humbly in front of a listener and says: “Remember, I’m just music, standing in front of a human, asking you to love me.”
In a world clogged with increasing disconnection, don’t trust your brand with AI’s definition of sonic branding. And don’t let anyone point their finger at you, insisting why you need it. Just trust your heart’s own experience with music. And that instinct may be your brand’s biggest asset.
By John Smeddle, Head of Creative, WithFeeling
