The benefits of sound: A brand asset for memorability and participating in culture

As a brand asset, sound is one of the most effective means of linking consumers to a brand and, as the audience at the Adfest 2023 ‘Sound at the speed of culture’ presentation heard, it also has the ability to allow brands to participate in culture.

Sound is one of the most effective but underutilised brand assets to drive memorability and recall, and this is because research has shown that it activates both emotional and rational hemispheres in the brain.

“Sound travels so fast into our brain. We respond faster to sound than any other of our senses,” explained Diederik van Middelkoop, Executive Creative Director at Amp Amsterdam, The Sonic Branding Company, at the recent Adfest 2023 in Pattaya, Thailand, about ‘Sound at the speed of culture’.

From streaming to podcasts and using voice as an audio interface, audio has been on the rise. But Middelkoop...

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