Sound branding: i suoni che fissano le emozioni, per sempre.

Parliamo di sound branding: si può definire come l’uso consapevole del suono per creare un’identità del marchio, l’impiego della musica per rafforzare il potere del logo, accompagnare il richiamo del visual e completare il brand recall.

Molto spesso, al brand logo, si accompagna il brand theme, ovvero un brano più ampio, complesso e variegato che ha il compito di raccontare la storia, i valori e l’identità della marca e dell’impresa.

Ma come mai sempre più spesso si ricorre alla musica per comunicare?

Beh, la musica contiene un fortissimo valore emotivo ed emozionale: colleghiamo infatti ad essa sensazioni, informazioni, ricordi, storie, sentimenti… Il sound branding crea un’esperienza profonda nel consumatore e permette al brand di farsi riconoscere e, soprattutto, farsi ricordare.

In più c’è da considerare il fatto che la comunicazione e il marketing si muovono ormai su un prospettiva non più monotematica, ma ogni campagna fa riferimento a metodologie crossmediali, interattive, che si muovono tra l’online e l’offline senza tregua, con strutture olistiche, multisensoriali e omnicomprensive, che sfruttano a pieno tutti gli elementi a loro disposizione per arrivare al consumatore, farsi ricordare e distinguersi dai competitor. E infine c’è il fattore dell’esperienza. E’ chiaro a tutti come la comunicazione monodirezionale non solo non funzioni più, ma diventi addirittura negativa per chi la intraprende (ormai fortunatamente sono rimasti in pochi), sia in termini di budget che di reputazione e immagine. Sempre più spesso si cerca di regalare ai singoli individui esperienze, modi di vedere il mondo, prospettive personali che possono essere condivise, in cui il consumatore possa immergersi, di modo che nella mente del target rimanga molto di più che un semplice messaggio di testo.

 

E allora ecco che il sound branding diviene un elemento chiave:

  • Quasi il 100% dei brand di successo ritengono che la musica li rafforzi.
  • Il 70% dei brand lavora attivamente sul sonoro e ritiene il suono un elemento centrale nel marketing del futuro.
  • L’udito, dopo la vista, è il senso più usato nella brand communication.
  • 4 aziende su 10 credono di aver già definito un proprio sound specifico, altri utilizzano ancora suoni e musiche secondo le proprie preferenze personali.

Vediamo qualche caso celebre, che si muove tra Jingle, brand theme, logo sonoro e quant’altro.

 

 

I miei due preferiti, prodotte dalle aziende per i prodotti, rimangono questi però:

CIOBAR

MENTOS

 

Consiglio la lettura di Sounds like branding.

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Informazioni su Marco Vangelisti

Blogger, amante-studioso-esperto di marketing, comunicazione e social; creativo, motivato, ambizioso, ostinato e lunatico. Vedo il bicchiere mezzo pieno.

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