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What's Next: Sonic Branding

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From voice assistants to podcasts and the Internet of things, the world of audio is expanding faster than any other advertising media. As a result, brands now face the need to address complete sonic branding with the same care and fidelity customarily reserved for visual design.

Join Ogilvy’s Robert John Davis for a discussion on the growing importance of sound in advertising.

Veröffentlicht in: Marketing
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What's Next: Sonic Branding

  1. 1. Powered by What’s Next: Sonic Branding
  2. 2. Welcome Robert Davis Head of Digital
 Ogilvy USA New York Laurie Close Consultant
 Ogilvy Consulting London
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy And the recording up on facebook.com/OgilvyConsulting
  5. 5. September 16, 2019 Making Brands Matter To The Ear Sonic Branding Rob Davis Head of Digital Ogilvy, USA
  6. 6. September 16, 2019 We spend a lot of time perfecting how a brand looks. 6
  7. 7. September 16, 2019 Today, there is equal need to focus on how it sounds. 7
  8. 8. September 16, 2019 Sonic Truths 8 Thought Starters for understanding Sonic Branding #1 – Sound is not a channel (its part of the brand) #2 – It’s already omnipresent and catalyst for growth #3 – It’s an indicator of brand health #4 – Voice SEO is already a thing #5 – Assistants (Alexa, Cortana, Siri, etc) are stepping stones
  9. 9. 9 Sonic Branding
  10. 10. 10 Sonic Branding Isn’t that just a pretentious way to say “voice”?
  11. 11. 11 Sonic Branding Isn’t that just a pretentious way to say “voice”? No, and there’s a good reason behind this.
  12. 12. September 16, 2019 Voice is only one aspect of the sonic branding landscape. 12
  13. 13. September 16, 2019 VOICE Differentiating the Components of Sonic Branding AUDIO How a brand converses. How a brand is heard.
  14. 14. 14 How do brands plan for a full Sonic Branding strategy?
  15. 15. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  16. 16. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  17. 17. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  18. 18. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  19. 19. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  20. 20. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  21. 21. 21 Voice SEO is a valuable way to get started.
  22. 22. September 16, 2019 The Platform Shift 22 It took about 30 years for mobile phones to outnumber humans. Voice assistants are on track to get there in about half of that time.   - Atlantic, “Alexa, how will you change us?”, November 2018
  23. 23. September 16, 2019 Voice Search By The Numbers 23 GOOGLE ASSISTANT • 2016 • Worldwide (52 countries) and 30 languages by the end of2018 English, German, French, Italian, Japanese, Korean, Spanish, Brazilian Portuguese • Google Home devices, Chromebooks, Google smartphones • Third-party hardware. Android smartphone, TVs and more than 5,000 compatible devices • Search, services, advertiser, productivity tools APPLE SIRI • 2011 • Worldwide, 15 languages • iPhones, HomePod, AirPods, Apple Watch, Mac computers and other Apple devices • No third-party hardware • Hardware, software, services MICROSOFT CORTANA • 2014 • Worldwide. English, Portuguese, French, Chinese, German, Italian, Japanese, Spanish • Microsoft computers, tablets and devices, running Windows 10, Xbox One, Herman Kardon Invoke • Third-party hardware. Windows, 10 devices • Software, productivity tools, services AMAZON ALEXA • 2014 • Worldwide (89 countries), English, German, Japanese • Echo devices, other Amazon branded devices, including Fire TV Stick, Fire Tablet, amazon Tap. Dash Wand • Third-party hardware. More than 12,00 compatible devices • Retail, services
  24. 24. September 16, 2019 The Way We Query 24 Your top paid and organic keywords will not be your top voice queries Why? Go back to basics of how humans talk…. You don’t walk up to someone and say “best laptops” You would say “What do you think is the best laptop and why?” Or… “Do you know where I can buy a good laptop?”
  25. 25. September 16, 2019 It’s A Different Landscape 25 You can’t buy your way to ubiquity, yet.
  26. 26. September 16, 2019 A Neat Parlor Trick 26
  27. 27. September 16, 2019 Learn More 27 https://www.globalstrategies.com/voice-search/
  28. 28. 28 Closing Thoughts
  29. 29. September 16, 2019 THE HOUSE OF  SONIC BRAND DESIGN AURAL STYLE Tone Vernacular Literacy Language VOICE Human Machine AUDIO STYLE Music Mnemonics Foley OUTPUTS 1st Party 3rd Party ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS Television Radio Digital (e.g. Spotify) In-Game Podcasts Branded Entertainment Online Video Chat Bots Branded Assistants Customer Service General (Alexa) Open Voice SEO Voice SEM General (Alexa) Specific Skills Bots E-commerce Lifestyle (Yelp) In-Car (Waze, CarPlay) Scheduling
  30. 30. Questions?
  31. 31. Thank you.

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