How Marketers Pick Sonic Branding Agencies

Let’s say you’re the caretaker of a B2C or even a B2B brand and you need an audio component to be applied at multiple touchpoints. So you go hunting and arrive at three candidate service companies with whom you’d like to have a conversation.

The three candidates

Candidate A is a multinational organisation that can provide reams of data proving they’re the best choice, because apparently, they’ve been the best choice for many other clients globally with similar brands to your own.

Candidate B is locally based, seems to be well-connected and loved in the music industry, and has claimed some sort of ‘ambassadorship’ for Dubai. This particular contender appears able to whistle up the best talent in the world, who would be delighted to do the work as a personal favour.

Candidate C are the newer kids in town. They’ve been invited to the pitch in the interests of a wide bandwidth of choice. They’re small, independent and deserve a shot.

The morning after

You walk away from your initial meeting with Candidate A feeling really good because heck, these guys really know their stuff! You and your department are relieved because you feel you’re in good, experienced hands.

You leave your meeting with Candidate B and you’re starstruck. Wow, are we really going to meet Hans Zimmer? We’re not only taking the risk right out of this project because it’s going to sound amazing, but just think of the PR value!

And Candidate C impresses more than you thought they would; they have talent, they engage with you on a more personal level and their enthusiasm is infectious. However, the gene implanted in all marketers from 2009 onwards suddenly makes its presence felt: The Risk Averse Gene. And the whole ‘deserves a shot’ beneficence disappears like Homer Simpson backing into a bush.

Why each of them will win

Now, instead of predicting who will win the pitch, let’s focus on why each of them will win.

Candidate A will be awarded the job because of an internal due diligence process which answers to the Chief Financial Officer. When sonic branding is a grudge purchase (and not a brand builder) to the marketer, make it the responsibility of the accountants.

Candidate B will be awarded the job because a) how bad can it be if Zimmer is on the job and b) the dinner party cachet will be irresistible. Funny how personal vanity can overcome any financial constraints.

Candidate C will be awarded the job because the decision makers are looking at sonic branding as an important investment and these guys seemed genuinely interested in the client’s challenges. Also, they’ll be easier to deal with when changes are needed.

How it ends

In summary, Candidate A will only ever be seen as a supplier.

Candidate B will, ultimately, be perceived as a smoke and mirrors act (Zimmer will suddenly become ‘unavailable’ after the contract has been signed).

Candidate C will ultimately become a favoured partner who’ll be relied upon for years to come.

The moral of the story

1. Be wary of the company that spends the first 30 minutes of a presentation talking about itself.
2. Hans Zimmer was never going to do your sonic.
3. Independents are more flexible, more creative and more interested.

And if you would like the sensible, checklist version of this advice, we have also written a straight-faced guide to choosing a sonic branding agency.

Declared interest: WithFeeling is a Candidate C. Twenty years in, still independent, and still taking notes on your challenges rather than reading out our own case studies. If you’re doing the rounds, come and have the third conversation.

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