Bunnings remains Australia’s most iconic audio logo but Menulog continues to rise up the ranks thanks to ongoing investment into its catchy tune and use of pop icons, the latest SCA iQ Veritonic Audio Logo Index 2022 reveals.

When you’re a business that’s all about enabling phone conversations, having a sonic identity is a no-brainer. But having achieved significant growth globally, Aircall’s co-founder knew it was time to up the ante on the eight-year-old company’s audio approach.

Mastercard has again taken out the top spot in the fourth and expanded edition of amp’s Best Audio Brands Index.

We delve into the sonic branding strategy of three leading brands - Menulog, Mastercard and Colgate Palmolive - and ask their marketing leaders: What does it take to make sonic branding sing?

Have you ever wondered what you would sound like if you were a melody? Do you suspect your favourite cheese brand would have strident tones of sauciness if it could talk? How about your Xbox – have you ever paid attention to the ding it makes every time you choose an option from the menu? And what about what you hear while on hold to your bank, telco or insurance provider: Does it scream personality?

Etihad Airways has adopted sonic branding in a big way, extending its new audio marketing efforts across the full customer journey in a bid to raise unprompted awareness and brand connection.

Bunnings and Victoria Bitter lead the way in Australia’s audio branding effectiveness stakes, a new research project claims.

Panelists shared their views about how brands can assess what is a good place to start with audio advertising and how they can fit it in with their wider strategy with moderator Stephanie Famolaro from the Trade Desk. And there were some bold predictions about how audio will assume primacy in a screen-less future.

Nova is claiming an industry-first with a new interactive audio commercial format aimed at making radio, podcast and smart device advertising more engaging. And at least one creative industry leader sees both its possibilities for marketers tactically as well as strategically.

While consumer adoption of voice technology in Australia is booming, brands are lagging behind incorporating voice into their marketing strategies, seeing it as more of a novelty than as a viable branding tool. However, it is the brands that get on the front foot of voice which will have an advantage as the technology matures, experts say.

Mastercard has followed up the decision to drop its name from its brand mark with a new sonic brand identity aimed at tapping into the growing audio-based nature of marketing and shopping.