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The Power of a Brand

How to extract value from nothing.

Years ago in my economic classes I learnt that supply and demand determined the price/value of most products especially commodities. If this is true, why is bottled water more expensive than gasoline? This is the power of branding.

 

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Transparency Market Research estimates that the global market for bottled water was worth about $157.3 US billion in 2013. In North America more bottled water is sold compared to milk or beer in terms of volume. Canadean research estimated that the global bottled water volumes would reach 233 billion litres in 2015. With all of Canada’s fresh water, Canada only produces less than one percent of the world’s bottled water of around 2.29 billion litres. However, US remains the fastest growing bottled water market outside Asia mainly due to customers becoming more health conscious shifting away from sugary carbonated soft drinks.

In many emerging markets, the scarcity of clean water makes bottled water a necessary staple rather than a value-added refreshment beverage like juice or soda. In North America the water in your tap is generally the same stuff you buy in the bottle. The big difference is that tap water is constantly tested to ensure they follow the drinking water quality guidelines. Bottle water doesn’t have the same stringent guidelines but does have the overall requirement of not containing “poisonous or harmful substances”. Let’s hope that the big brands follow some type of quality control.

Clean drinkable water is generally available everywhere throughout North America where the bottled water companies’ need to position their brands based on quality (healthy choice) and convenience (portable and handy). From this foundation the category gets complex with pricing strategies, water source and lifestyle attributes.

Magician duo Penn & Teller in their show Bullshit did a spoof on bottled water in a fine dining restaurant in Southern California to prove the general public can’t tell the difference between tap water and $4 a litre bottled water.

 

ABC’s Good Morning America conducted a blind tasting experiment in 2001 where they sampled branded bottle water such as Poland Spring, O-2, Evian and the popular New York City tap water. The results shouldn’t surprise you – NYC tap water beat them all.

 

If the bottled water is general the same thing as in tap water the real difference is the brand. Tap water is a commodity with no brand. It comes from any unmarked tap – hot or cold. You take the same thing, build a formidable brand image and you can extract a premium from consumers – by the litre (or ounce) at a time. Here is the secret on how to create brand value from nothing:

Power of Emotional Connection

Byron Sharp, professor of marketing science at the University of South Australia and author of How Brands Grow, says growing a brand is based on “physical and mental availability” suggesting most brand purchase decisions are made with the emotional brain so keep it simple to help trigger instinctual responses.

Ammar Mian writer at SocialRank says the emotional tipping point for bottle water occurred back in the early 1980’s when Perrier launched its ‘Earth’s First Soft Drink’ campaign. This campaign embraced the belief that their sparkling water comes from the purity of nature, straight from mother-earth. This emotional connection resonated with consumers who were becoming more health-conscious and wanted an alternative to soft drinks. Other premium bottle water brands jumped onto the branding wagon touting the image of purity, youthfulness, healthy and earthliness. Water can’t get any better than this unless you turn it into alcohol. Here’s more on Emotional Branding.

 

Power of Convenience

The brand must be easy to buy – when and where you want it – ideally everywhere. Not unlike tap water. Remember the days of drinking fountains? We though they were convenient – if we could find one. But it was like drinking from a water hose – only one quick sip if there was a line-up. Perhaps the biggest development in the bottle water industry growth has been the mass distribution systems that are dominated by the same companies that have covered the world with sugar water like Coca-Cola (who has such popular brands as Dasani and Glacéau smartwater), Nestle (who has all the water champs such as Perrier, Pure Life, S. Pellegrino, Deer Park and Poland Spring) and PepsiCo ( with Aquafina). Where is Evian in the distribution mix you ask? In 2002, Evian signed a distribution agreement with Coca-Cola Co., Inc. which ended in 2014. Then Evian found new wings with distribution partner Red Bull. And Fiji Water? Dr Pepper Snapple Group website states that they distribute Fiji Water in various territories.

Power of Fame and Attention

Getting people to pay for water where its widely available, safe and free is hard work and takes a great deal of money to build a distinctive brand. It doesn’t hurt to have a big bank account to ensure the advertising messages get noticed and the brand stays top-of-mind. Back in 2003 (based on an article in The New York Times) TNS Media Intelligence/CMR estimated Aquafina spent $24.6 million on media and Dasani spent $18.8 million on media, while Evian spent only $800,000. Ten years later, Evian is still spending around a million in measured media annually according to Kantar Media and over the years have lost market share to the more aggressive competitors, sitting in 3rd place behind Fiji Water and Smartwater. Eric O’Toole, president-GM at Danone Waters North America (parent company to Evian), contributes the brand stabilization in recent years, in part, to the launch of the Baby & Me advertising effort. Great creative never hurts if you can’t afford to advertise year-round. See more on Creativity.

 

The soft drink industry is notorious for using celebrity endorsers to help push their sugary drinks (check out a partial list of famous celebrities and soft drink brands). It’s not surprising that the bottle water brands use the same branding tool to build credibility and gain the coolness factor. Evian has used Maria Sharapova, the young and popular tennis champion, while the elite Fiji Water has uses the former James Bond star Pierce Brosnan. Glacéau smartwater has used actress Jennifer Aniston to create a buzz around their relatively new brand.

A Memorable Story

Great brands always come with a great brand story. Many bottle water brands have great stories that would put National Geographic to shame. My favorite is the Fiji story or as some say the Fiji myth. Fiji Water, natural artesian water bottled at the source in Viti Levu (Fiji islands), is a leading premium bottled water in the United States and one of the fastest-growing brands worldwide. Here is their story of the world’s finest water and it should be for the price of $3.50 – 4.00 per litre (3 times the price of gasoline). For more on Storytelling.

 

Stunning Design

Water has no distinct taste, no unique colour, no smell and all water feels wet – physical there is no difference from one glass of water to another, so packaging is king. If nothing else is going to sell you, it must be the memorable packaging, beyond the great stories and celebrities who would never drink it if it didn’t look good.

Packaging can help define a brand experience. Do you remember the first iPhone, iPad or iPod you unwrapped from its packaging? The simplistic and beautifully designed box with everything in its own place – clean and white. A perfect brand fit.

 

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Since 2008 Evian has been working with some of the world’s most prestigious designers to create a limited edition bottle each year. Evian has worked with such creative artists such as Diane von Furstenberg, Paul Smith, Christian Lacroix, Jean-Paul Gaultier, Elie Saab, KENZO and most recently with Alexander Wang (2016 limited edition bottle). Former zone director for the Middle East & Indian Ocean for Evian, Elias Fayad explains the limited edition concept: “Our water is untouched by man and perfected by nature, so we attempt to give the bottle an artistic expression.” In a September 9, 2015 press release from Evian, they explain each collaboration as “a renewed celebration of purity and playfulness and a reinterpretation of evian’s spirit through art and design.” I have to remind myself that we are talking about a simple natural resource that can be found anywhere on the planet (except currently in California) – simple water.

Dreams or Nightmares in a Bottle

Water is living proof that anything can be branded and can be elevated from no value to high value with sufficient investments. It is through the brand investments and the dreams the brand image creates that help achieve the value. In essence, consumers are buying dreams in a bottle. Dreams to be on a pristine tropical island or a youthful energetic baby once again. Stories of spiritual purity, blissful health and a fountain of youth – the water of life. Potentially over $200 US billion worth.

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But there is a dark side to this story. While dreams are created and value generated from the replenishing resource, there is a social cost. Today Wikipedia lists over 144 bottled water brands, and from the statistics, the market continues to grow. The Pacific Institute, which conducts research on water use and conservation, has estimated that bottled water is up to 2,000 times more energy-intensive than tap water. It is estimated that in 2006, U.S. bottle water consumption used the energy equivalent of 17 million barrels of oil and produced over 2.5 million tons of carbon dioxide – in one year. There’s also the worry that we are shifting water consumption from one region to another, creating an imbalance with consequences to our planet and to our future consumers.

Just because we can create formidable brands to extract more value, it doesn’t mean we should. As marketing and brand experts, it’s important we use our craft wisely. We have the ability to create formidable brands and extract value to support business growth. But if we aren’t able to balance the benefit for the consumer, society and environment, we need to consider how we’re using our power of branding.

 

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Wrapping Brands in Hope, Love, Joy, Peace and Bacon

We can thank the birth of Jesus Christ for putting Christmas on the map, but its brand marketers that have made the solemn religious festivities into a $600 billion business in the United States alone. This year Gallup research predicts the average American will spend around $830 on Christmas. There’s a lot riding on this holiday, so much so that brands spend millions to connect themselves to this emotional time of giving and celebration. Retail brands live or die during this important sales period and we’ll take a look at the lengths they go to do it right.

 

For all brands to cash in on Christmas, they need to break through the clutter and attract festive shoppers who are looking for brands who match their warm and fuzzy shopping needs.

 

Many would argue that Christmas has become more about marketing than religion. The history of Christmas’ evolution is part marketing and part theatrical symbolism. While Charles Dickens did not invent the Victorian Christmas, his book A Christmas Carol written in 1843 is credited with helping to popularise and spread the traditions of the festive time. Coca-Cola Company claims they helped shape the image of Santa as we know him today. Inspired by Clement Clarks Moore’s 1822 poem A visit from St. Nicholas (commonly known as Twas the night before Christmas) illustrator Haddon Sunblom commissioned by Coca-Cola created the iconic red suited and white breaded Santa image that was friendly, plump, jolly and loved Coke. From 1931 to 1964 the ‘Coke Santa’ was the advertising theme every Christmastime in magazines, billboards, posters, displays and calendars.

 

 

For brands, Christmas is the most wonderful time of the year to pull on the heartstrings. Writer and content strategist Taylor Mallory Holland concluded in her blog article Make ‘Em Cry – and Buy that “Emotion is a key ingredient in great holiday content marketing.” Jonah Berger, researcher and author of Contagious would agree. He discovered that “high arousal” of positive and negative emotions like awe, excitement, amusement and anger motivates us to share messages with others. He says “when we care we share.”

 

The holiday season is full of high emotion. We become hyper-sensitive to stories of the poor and unfortunate souls who don’t have food, shelter or friends. We are drawn towards stories of goodness in humanity and messages of hope, peace and love. It’s a time to reach back to the child in all of us who believed Santa Claus was real, reindeers could fly and life was just plain simple (because someone else did the worrying).

 

John Lewis, a department store in the United Kingdom has built their brand on this fact. Since 2007, John Lewis has captured the attention of the world with their annual tradition of launching a new Christmas advertising campaign to kick-start shoppers into buying their Christmas gifts. John Lewis’s emotional brand formula isn’t revolutionary, as Stephen Vowles, marketing director at Argos says, “It resonates because it speaks to the values most of [us] hold at Christmas – showing people that we care about them and that we are thinking of them.”

 

 

But Edeka, a German supermarket chain may have trumped John Lewis this year with the “saddest Christmas ad ever” as described in The Washington Post. So far the story of a lonely old widower who is especially sad during the Christmastime has over 41 million views on YouTube compared to John Lewis Man on the Moon which has only 21 million views.

 

 

WestJet has created Christmas miracles of their own over the last four years. Their Christmas Miracle online videos have surprised and delighted consumers in various creative and sensitive ways. Their biggest success was in 2013 where they surprised passengers on a flight from Toronto to Calgary. In Toronto, they had them tell a TV monitor Santa what they wanted for Christmas, and upon their arrival in Calgary four hours later their present appeared on the luggage carousal like magic. To date, this video has received almost 43 million views. If you didn’t think Westjetter’s cared before this, then get out your tissues.

 

 

There are many brands like Apple, Tim Hortons, Canadian Tire, Coke, Stella Artois, Sainsbury, Budweiser, Macys and many more who produce Christmastime commercials/videos that tug on consumer’s heart-strings. Their ultimate goal is to connect with consumers at this time of goodwill and joy with the hope of their brand resonating with them.

 

This is the time that brands can forget about the functional benefits and tap into the spirit of Christmas. If done right, brands can move from a purveyor of Christmas to a state of mind of hope, peace and love minus the bacon. A place were few brands live.

 

To all the world’s brands “Merry Christmas to all and to all a Good Night”.

 

May the peace and goodwill of the season remain with you throughout the New Year!

 

Top 2015 Christmas Commercials

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Four Questions to Get to the “Why” of a Brand.

Have you ever wondered why you have a deeper relationship with some brands and don’t with others? Why do some brands become more emotionally connected to their customers? Why do people line-up for an Apple brand and not for a Microsoft brand? Where does the passion start – with a brand or with a customer?

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Best Seller – Brand Storytelling

We all live for a great story. A story that we can retell that has suspense, adversity and a great ending. Humanity has been built on stories. Since the beginning of time, storytelling was the only way to transfer knowledge and inspire people to move forward. The first written story was the The Epic of Gilgamesh an epic poem dating back to 2100 BC written on 12 clay tablets. Today, there are over 129,864,880 books in the entire world according to Google’s advanced algorithm – unfortunately I can’t say I’ve read them all – yet.

Storytelling is the hottest and newest branding tool on the market. But in reality it is the oldest and most enduring element of human civilization. Except, we no longer sit around a smoky fire pit wearing stinky and somewhat revealing leather gear, while the storyteller points at the holographic on the cave wall. Today, we have progressed to boring PowerPoints and uncomfortable three piece suits.

Joh Hamm’s article Why Agencies and Brands Need to Embrace True Storytelling says “Stories are how we pass on our accumulated wisdom, beliefs and values. They are the process through which we describe and explain the world around us, and our role and purpose in it. Audiences have always known this and asked for stories—they’ve never asked for content.”

Storytelling is Best Seller on Social

It seems that social media has given new life to storytelling. For brands, attracting consumers with captivating, engaging stories that are significant and meaningful is a new competitive edge.  If all employees could tell the company’s brand story (promise) with passion and emotionally-charged, descriptive language using no facts and figures you wouldn’t need advertising.  Susan Gunelius’s article How to write brand stories that builds emotional connections on Forbes website states “Stories are the perfect catalyst to building brand loyalty and brand value. When you can develop an emotional connection between consumers and your brand, your brand’s power will grow exponentially.”

Close to seven million people have viewed the of Coco Chanel’s story on YouTube. A story about transforming women’s fashions, and the transformation of a woman who build the CHANEL empire.

We all know it’s much easier said than done.  Recently, Colleen HendersonPresident of Perfect Pitch Consulting coached forty of my team members in how to write a good story. Everyone struggled to write one emotional sentence of what we do for our customers. It isn’t easy writing compelling and inspiring brand stories. If it was easy everyone would be doing it.

Start the Story with Why

The best brand stories are aimed to get the audience to care by answering their question “why?” Many successful brands only talk about the “why” and less about the facts.  Neil Patel writer for Forbes says when someone is “interested in your brand’s story, they feel connected in a powerful way. This feeling of connection then turns them into customers.”

Toms shoes uses storytelling to convince thousands of people and customers to go a day without shoes with their annual “One Day without Shoes” campaign to raise awareness of the millions of children around the world who have no shoes.

The campaign is actually on right now until May 21. If you Instagram your bare feet with the hashtag #withoutshoes they will give a new pair of shoes to a child in need. Check out my lovely toes at #withoutshoes.

Jonah Sachs author of Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future says “It’s critical for brands to shift from messaging to storytelling. After all, a brand is nothing more than an ongoing story – a set of meaningful emotional experiences – unfolding between itself and its audiences.”

So what makes a good story or story-selling? A brand DNA is all about where it came from and how it got to where it is today. But a great story needs conflict. Dove’s Real Beauty “You’re more beautiful than you think” campaign is a great example.

All good stories has the following elements: introduction to set the stage, a protagonist (the hero) an antagonist (the villain), a conflict, a climax, a resolution, and a reason why the audience should care. Better yet, you can follow Aristotle’sSeven Golden Rules of Storytelling: plot, character, theme, speech (or dialog), chorus (or music), decor and spectacle. Ideally you want to make the customer the hero but in some circumstance you want to make your brand the hero.

Don’t Mix Facts with a Good Story

Facts actually make people more sceptical on what they are seeing and hearing.  Researchers at the University of Michigan found that when misinformed people were exposed to corrected facts in news stories, they rarely changed their minds. In fact, they often became even more strongly set in their beliefs. Facts, they found, were not correcting misinformation, but doing the complete opposite, make misinformation even stronger. We often base our opinions on our beliefs, which don’t always mesh with facts, so we chose the facts that best fit our beliefs.

Do you remember the Oscar winning movie Sidways? It was a movie set in California’s of two men on a week-long road trip in the wine region of Santa Barbara. Throughout the movie the lead actor Paul Giamatti, a wine aficionada, declared his love for Pinot Noir and his distaste for Merlot. The movie led to a strong upswing in the sales of Pinot Noir and a drop in Merlot.  Facts can be questioned and rationalized, but when a beloved character that people can empathize with endorses a product or brand, follower goes along with no questions asked. Just ask Playboy model and actress, Jenny McCarthy about her crusade against vaccinations.

Final Chapter

Today, we are inundated with information loaded with facts and figures. Benefit statements, promises, testimonials, demonstrations, research and new scientific evidence. A story well told that is authentic, relevant, engaging and human can cut through the clutter and noise.

One of the great storytellers was the late Steve Jobs because he informed, inspired and entertained. He always stuck to the rule of three. He understood the power of “3”. Not exceed the list of 3 nor going below 3 things.  He also made sure his stories always had a hero and a villain; most times it was the competition. He also made sure he was prepared. His delivered flawlessly but to do so he practices until it looked effortless.  And finally, he always left the audience with something inspiring like he did with the introduction of the iPhone where he said, “I didn’t sleep a wink last night. I’ve been so excited about today…There’s an old Wayne Gretzky quote that I love. ‘I skate to where the puck is going to be, not where it has been.’ We’ve always tried to do that at Apple since the very, very beginning. And we always will.”

Successful brands tell the story of who they are, not only the people behind the brand, but also how their customers connect to their products in ways that give them the ability to do more with their life. Stories that inspire passion in life and illustrate the why and how behind the what and where.

Seth Godin reminds us, “Great stories agree with our worldview. The best stories don’t teach people anything new. Instead the best stories agree with what the audience already believes and makes [them] feel smart and secure when reminded how right they were in the first place.”

Henderson suggests that everyone should have three stories ready to be given at any moment. 1. What brand do I represent? 2. Who am I? 3. Who have I helped? Each story should be engaging and well-crafted. No longer than 90 seconds and well-rehearsed.

I leave you with Steve Jobs commencement address to the 2005 graduation class at Stanford University where he tells three touching stories. “Stay hungry. Stay Foolish.”

 

 

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Can You Hear a Brand?

Audio branding is like the icing on the cake. It provides a rich and memorable tone to your brand identity. Sound has the ability to stop you in your tracks and quickly engage you like no other sense can.  Sound can trigger memories and emotions. We are literally wired to sound thanks to Apple’s iPod invention.  Sound and music are visceral. To test your audio branding knowledge we have created a quiz. Listen to 7 different unique sounds and see if you can identify the brands.

Most retailers already leverage music as a selling tool in stores. But, generally sound is under-utilized in building a brand identity. Few brands are strategically using music, sound and voice to create a brand connection.

The Beginning of Sound Branding

Before television, radio was the darling for reaching consumers. I have been told by those who still remember that radio was the entertainment center in households. The entire family would huddle around the radio to listen to broadcasts sponsored by a brand, well before, the trend of radio advertising spots. It is believed that Generals Mills aired the first singing commercial back in 1926 entitled “Have you tried Wheaties?” and was an instant success and made Wheaties a national brand.

The art of building brands through jingles reached a peak during the economic boom of the 1950s. Jingles were used in brand advertising for such products as breakfast cereals, candy, snacks, pop, tobacco, beer, automobiles, personal hygiene products, household products and especially detergent. Like the epic musical films, branding jingles lost their appeal by the 1960s. Any Boomer can recite a number of advertising jingles as they sit dormant in their brains like “Oh, I wish I were an Oscar Mayer Wiener”, “Ai, Yi, Yi, Yi, I am the Frito Bandito”,and “I’d like to but the world a Coke.”

To be a memorable and enduring jingle Linda Kaplan Thaler, creative legend and Chairman of Publicis Kaplan Thaler advertising agency says “it has to have huge sticking power. A jingle is not successful if you listen to it once and like it. You have to listen to it and want to sing it. Essentially, you become the advertiser for the brand.” She also thinks today is a better time than ever to build a brand through a jingle due to the many social channels to share it on. While Martin Puris, another ad legend and past Chairman and CEO of Ammirati & Puris, thinks jingles are passé. “In a marketing wary world a jingle seems oddly out of place. Too slick, too contrived.”

If you find yourself singing along, then you are hooked – marketing or not. “I wish I was a CEO of a famous advertising agency, la, la, la,….”

Big Bold Sounds

Filmmaker Alfred Hitchcock also known as ‘Master of Suspense’ understood the importance of sound to telling a story. He said “When we tell a story in cinema, we should resort to dialogue only when it’s impossible to do otherwise.” He was brilliant at manipulating his audience’s emotions by using sound design to enhance the situation. Remember his movie, The Birds (1963). He used a combination of real bird sounds and electronically synthesised noises, creating an auditory assault that brought the vicious bird attacks to life.

Great sound design can only be fully appreciated through good quality sound systems and speakers. Since the 1960s, we saw great innovations concerning sound systems from the bulky multiunit stereo systems and the iconic boombox to putting our entire music library into our pocket with the iPod. Add a set of good quality headphones and you are in another world.

Audio Branding – Music

Eric Sheinkop, co-author of Hit Brands: How Music Builds Value for the World’s Smartest Brands says “Music brings value to a brand in three ways: identity, engagement, currency. Specifically, using music to establish an emotional connection with a brand, increases brand recognition, creates excitement and buzz beyond the brand’s core products or services, and can empower consumers, giving them valuable content to discover and share. Music creates the value that brands need to win the war for attention and develop a genuine connection with their consumers. When used correctly, music not only creates loyalty, but true advocacy.”

Music has plays an important role in brand building for automotive and aviation brands where it is all about the emotional state. Music is a universal language that crosses all borders of culture, nationality and languages. It is the emotional connection to the brand. Yet, most brands tend to use sound and music to be campaign-oriented, not brand-oriented. Here is an example of a campaign-oriented advertisement by Honda featuring a 60-person choir who were the sole audio track. There isn’t any car sound that they can’t sing.

United Airlines took the brand-oriented approach using music as a key brand element. Since 1976, United has used the familiar George Gershwin’s tune Rhapsody in Blue as a foundation to their brand. The music is used in its television advertisements, its airport terminals, and even its pre-flight announcements. United Airlines uses this piece of music to strategically create a distinct audio identity that expresses its vales at all necessary customer touch points. Have you ever watched someone bring on a musical instrument onto a plane? How about the entire London Symphony Orchestra.

Their onboard safety video creatively incorporates the distinctive rhapsody in blue music in various interpretations to emphasis each cultural destinations – very clever.

Audio Branding – Sonic Logo

Sonic logo is linking your brand logo with a distinct and unique sound that becomes synonymous with the brand identity. The key is using it everywhere the brand is communicated.  It takes years of reach and frequency to link a sound firmly to the brand. But, once it occurs it becomes timeless like NBC’s three-tone chimes, Intel’s five-note bong, and THX Sound System’s deep note. Kevin Perlmutter brand strategist and blogger explains that because sound bypass the rational part of the brain and reaches the most instinctive level, sound can be the fastest way to heighten brand engagement. Therefore, a brand identity is incomplete without utilizing a sound or music to help develop an emotional connection even if your brand is an unemotional computer chip. You have a better chance to position a brand into the customer’s mind if you use a multisensory approach.

Audio Branding – Product Sound

Some product brands have their very own sounds that can different themselves from the competition. Kellogg’s Rice Krispies “Snap, Crackle, Pop”, Alka-Seltzer’s “Plop, Plop, Fizz, Fizz”, Snapple’s “Pop” when the top is unscrewed, Dyson’s unique vacuum sound, Infiniti’s engine sound (check out the ten most distinctive sounding cars) and the “scritch-scratch” sound of a Sharpie marker on paper. The sound of your product can be as distinctive as its look, feel and smell. Rachael Pink, an acoustic engineer at Dyson says “People now expect products to sound good—not just sound quiet, but have a nice quality.”

Frit-Lay, part of PespiCo Inc. introduced a compostable chip bag for its SunChipsbrand to become more environmentally friendly. The noisy bag changed the customer experience so drastically sales fell and consumers complained about the sound. Frito-Lay went back to the old bag. Don’t underestimate the customer’s relationship with your brand sound.

Final Sound Track

Today, visual branding remains the focus for many marketers, but with the increased number of touch points (like TV, radio, website, mobile apps, social channels, in-store displays, voice messages, events and in-store), you can’t rely solely on visuals. Digital is also becoming the main channel for brands to communicate. Well, digital has many channels to reach the consumer; it can lack personality and emotional attachment. It can also come across as seemingly uncaring. Kevin Perlmutter says “The strategic use of music and sound can dramatically improve a digital interaction by placing a brand’s unique identity and personality front and center to provide clear navigation with proprietary sounds that are simultaneously functional and emotional.”

In our cluttered and over stimulated communications world, brands need to engage all senses to create powerful emotional impact that transforms brand experiences. Audio branding can play a part. Start turning up the volume.