News • 09 02 2021

How can audio branding create a distinctive identity?

Dragon Rouge and Sixième Son discuss their work for Petronas and examine value of audio branding and how it can improve an organisation’s positioning

Sonic branding is not just the jingle at the end of an advertisement. When done with the right partner, sonic branding is, more accurately, the communication of brand values and personality through sound; a sonic identity not only engages the audience at every touchpoint, but grabs attention and builds brand recognition.

Despite our digital world, sonic consistency remains a missed opportunity for brands. As audio-enabled and screenless content grows, it’s easy to become sonically chaotic across consumer touchpoints.

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The sonic identity created for Petronas