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As traditional channels of advertising and promotion continue to grow alongside burgeoning digital arenas such as the internet and mobile telephony, music and sound have assumed an unparalleled importance in the field of modern advertising. Globalised business concerns necessitate marketing strategies that transcend cultural and linguistic barriers in the same fashion that technology surmounts geographical distances - whilst also surpassing standardised advertising modes that have cultivated a media-savvy consumer environment. Taniemusic, as a leading consultancy in sound design and Sonic Branding, encourages a creative dialogue between the work of experienced music professionals and wider marketing strategies to accurately determine the commercial imprint and ambition of a brand’s audio identity. Such advertising processes, rooted in originality and innovation, have elicited demonstrable marketing success: creating lasting sonic trademarks and enduring advertising components of sonic design that imbue brands with a palpable aural signature as distinct and iconographic as the visual logo or trademark slogan.

Existing audio-brand relationships in radio and TV have developed in conjunction with
emerging media platforms, leading to increased potential for pan-media advertising strategies that must be fuelled increasingly by versatility and broad, yet astutely targeted, consumer appeal. The power of sound in the interplay between market demographic and brand resides within consumers’ increased accessibility; heralded by the modern ubiquity of mobiles, the internet and internet-ready hybrid applications such as the iPhone: there has never been more potential sites for branding and all utilise sound as an integral function. Technology drives distribution, from the digital proliferation of radio and TV branding to the internet and its constituent media hemispheres such as podcasting and online community gaming - there are a myriad of establishing and emerging digital formats and effective advertising techniques must correlate to this media propagation in order to adequately cater for modern consumers.
The 21st Century household in the Western world is estimated to contain over ten potential media/communication devices and it is this inherent diversity that must provide the impetus for future advertising techniques.

The key to successful Sonic Branding lies in a cohesive cross-platform sound design that echoes across multi-media marketing strategies, supporting and reaffirming all aspects of the commercial identity through both its evocative precision and innate flexibility. Music has become integral to branding and contemporary media consumption in a world characterised by evolving media, digital and mobile marketplaces. Every aural exponent of the brand culminates in the overall commercial impact and collective consumer impression of the product or service, necessitating a source of versatile sounds to accompany various media expositions of the branding initiative. From voicemail to the web, gaming and mobiles to environmental sounds and direct product sonification, all of these commercial facets can be improved through professional Sonic Branding; an instrumental component in the establishment of an evocative and representative audio identity.

In short, the technological diversification of the modern world has heightened the prerequisite for increasingly effective advertising techniques, a development recognised by leading advertising groups in their efforts to consistently and creatively transcend engrained patterns of marketing discourse. Music and sound come together under the umbrella of Taniemusic’s expertise to soundtrack the future of marketing and advertising strategy. Music is a universal permanence that is capable of encapsulating both the global concern and the niche demographic whilst sound is immutable - facilitating advertising plurality and marketplace inclusively to create suitably contemporary design dynamics. In its essence, sound design is so effective because it talks to, not at, consumers; building commercial identities even as it reinforces them amidst a commercialised world that can only flourish if it keeps both feet in the future.

Oli Simpson

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