Let’s Get Digital (Rajar Q4 2019)
More of us are now choosing to listen to the radio via digital platforms
Trisonic on international audio branding stage
March 3, 2020
Following the success of Trisonic’s session at Mediatel’s 2019 London event “The Future of Audio”, the company’s Creative Director Matt Hopper was invited to present at an international audio branding event in Brussels on February 13th.
The event was a first for the Benelux countries – the inaugural Soniq Awards, organised by Belgium’s VIA (Association of Audiovisual Media) and focused on the imaginative way brands are using audio; another indication of the importance brands are attaching to their audio branding.
KEYNOTE SPEECH
Matt’s presentation “What Should A Brand Sound Like?” was the one of three sessions on a night that also featured TEDx speaker Cedric Engels and Rose Beaumont, Senior Vice President, global marketing & communications at Mastercard , which has just launched its new sonic identity.
In an extended presentation, Matt was joined on stage by Johnny Griggs, one of Trisonic’s composers. They created a five-note sonic logo ‘live’ on stage, exploring how a simple change of key, tempo and instrumentation can change the character of the music and influence the mood of the listener.
COST-EFFICIENT
In front of the 250-strong audience of brands, agencies and media owners, they developed the sonic into an extended track with multiple elements and a variety of moods and showed how, by remixing, editing and isolating musical parts and layers of sound, a complete suite of audio branding assets can be constructed from one piece. These assets are adapted for specific uses across multiple touchpoints: from broadcast radio to ambient point-of-sale, on-hold messaging and beyond.
Different mixes released over time also allow a brand to evolve its audio identity without needing to keep returning to the recording studio, demonstrating a really cost-efficient route to audio branding.
WHAT SHOULD YOUR BRAND SOUND LIKE?
At Trisonic, we do everything we can to ensure that the audio branding is a good fit, starting with a close look at the brand. We research the target audience and its competitor brands. We use creative testing in THE TRISONIC LABTM to optimise choices. We look at where the track is going to be used and how, and start to build a toolbox of music that the brand can use in different ways. If you’d like help to create and implement an audio identity, get in touch with Matt today
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