Last month I had the pleasure of talking to the French-American Chamber of Commerce in Chicago. The room was filled with young professionals eager to hear how sound could transform brands.
We started with an example that would be familiar to the French attendees; the sound of the French National Railway. This symbol of French mobility has a recognizable sound that plays before all communications. From the opening and closing of the doors to the announcements of each arrival and departure, the SNCF sonic identity reminds you that it is a trusted friend ready to carry you along your journey.
Taking a note from the French Railway perspective, we considered the importance of a multi-sensory experience. As Nielson has reported, people don’t absorb content with the same attention as in the past. Audiences don’t actually “watch” TV anymore. In fact, 88% of Americans use a second screen while catching their favorite shows.
In this split-focus era, sound wins the battle for attention.
A second French company gave us a new case to explore, L’Oreal’s Maybelline. This one showed how sound telegraphs brand intent far beyond TV advertising. The old Maybelline jingle, now freshly reinvented, made a big splash across the dizzying array of new platforms and inspired plenty of delightful influencer content.
Sound catches attention, conveys meaning, and triggers recall. Sound cuts through the clutter and lets people know who you are.
“This presentation made me feel like sound brings a whole different dimension to building a brand.” – JP Le Cannellier President, Marketing Movers LLC
With all that we now know about the power of sound, I’ll let JP end with his question to those still on the fence. “What are you waiting for?”
