Audio Branding

Digital Marketing

Building a B2B brand through sonic identity

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.

Digital Marketing

Everything marketers need to know about sonic branding in 2022

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?

Digital Marketing

Etihad Airways bets big on sonic branding

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.

Digital Marketing

Panel debates the challenges facing digital audio advertising

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.

Digital Marketing

Nova's voice-enabled advertising prompted by voice command popularity

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.

Digital Marketing

​Where Australian brands are up to in the voice journey

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.

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Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

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Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

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More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

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