In June 2019, US music platform Pandora launched an audio consultancy called Studio Resonate, which will help "propel brands into the new era of audio." In the same month iHeartMedia and WPP announced Project Listen, a new content and research service providing sonic branding. Audio branding services are being ramped up as a result of the reinvigorated need for bespoke sounds.
"Consumers are listening more than ever and we already know the power of music, voice and sound to create engaging and emotional human connections. As consumers' behavior evolves, from the media they enjoy to how they relate to brands and make purchase decisions, it's essential to have a modern approach to creative and strategy for all media, including audio." Mark Read, CEO of WPP.
Companies are tapping into the science of sound to strengthen brand identities and better resonate with consumers. Sound, after all, is our fastest sense: according to auditory neuroscientist Seth Horowitz it takes our brains at least one quarter of a second to process visual recognition but only 0.05 seconds when it comes to sound. Brands seeking to leave a long-lasting, emotional impression on consumers should look to trademarked audio identities.