凯度：2023情感和音乐在广告中的作用白皮书（中译版）（5页）.pdf

1、1Is your brand hitting the right notes?Leveraging the power of emotion in music Distinctive brand assets such as logos,colours or slogans are key facets in many of the worlds most successful brands.With strong assets a brand can grab attention at key decision points,giving brands a big advantage in

2、categories where consumers are over-whelmed by choice.Brand assets work best when they are:clear,memorable,strongly associated with the brand,and bring the brand instantly to mind.In this way they contribute to a brands sense of meaningful difference,building long term value.When we think of brand a

3、ssets,it is often visual assets that spring to mind first logos,colour associations and even celebrity endorsements.But dig a little deeper and you see some brands have successfully created distinctive auditory assets.The idea of auditory assets is not new.Many of us might recall popular jingles and

4、 catchy radio ads from our childhood.More recently though,this idea has broadened into Sonic Branding,where brands now develop a full suite of auditory assets(sounds,music,jingles etc)as a strategy to build recognition and memorability for their brand.2Consider these examples where brands use audito

5、ry assets in power-ful ways:McDonalds:Im Lovin It campaign Made famous through a Justin Timberlake song of the same name.The simple melodic line buh,duh,duh,duh,dah works as a sonic asset,linking a variety of executions together,in a consistent,catchy,and memorable way.United Airlines:Rhapsody in Bl

6、ue song United Airlines has used this tune for many years in ads and other touch-points.The association is well embedded and builds a deep,consistent connection with the brand.Technology is amplifying the importance of auditory assets With the advent of smart speakers in the home and more connected