John Smeddle, Head of Creative, WithFeelingSameness. It’s a problem in sonic branding that needs to be sorted out quickly if this marketing tool doesn’t want to be relegated to the status of audio wallpaper.
This may seem contrary to any number of posts or articles you’ve seen recently (including from us) about the increased deployment of sonic branding in the GCC as part of user experience and not just an audio signature.
But research suggests an alarming percentage of brands which are using original music and sound across all customer touchpoints are all sounding like each other.
That’s a polite way of saying that your sonic branding is, at worst, either delivering the user experience of your competitor and market category, or at b
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