Sonic Branding in the B2B Terrain
In 2022, 1600 C-suite marketing executives around the world were canvassed about the presence of emotion-driven b2b advertising.
82% stated that surprise, anticipation and joy were starting to trigger greater engagement, while facts, figures and competitiveness were being relegated to RTBs (reasons to believe) or supporting evidence.
This is due to online advertising traffic increasing so much that flat data no longer has any stopping power.
Emotional benefit is now the key. The “What’s in it for me?” question must be answered in less than five seconds.
Sonic branding is being increasingly trusted as an asset that contributes to strengthening an emotional bond between brand and consumer, in b2c marketing.
But since the above study was published, the use of sonic branding in the b2b terrain has significantly amplified.
What was once described as an ‘imprecise, subjective luxury’ is now regarded as an important brand investment to invite or nurture engagement, partnership and loyalty.
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