Geraldo Rondon da Rocha Azevedo leads the Sao Paulo brand marketing agency Execution and leverages decades of experience in results-driven campaigns. Positioning his firm at the forefront of emerging social media and digital technologies, Geraldo Rondon da Rocha Azevedo stays informed of the latest industry trends.
A recent Adweek article drew attention to sonic branding as an expanding focus of major companies from California Closets to Visa. This sonic branding reflects the growth of connected home systems such as Google Home Assistant and Amazon’s Echo, which rely on sound more than visual information as a way of communicating with users.
Sonic branding typically involves the use of a melody or song snippet to accompany transactions from specific companies. A survey undertaken by Visa discovered that the use of sound was associated with a sense of safety and security among consumers, with 80 percent reporting that they have positive associations with predictable animation or sound as a part of their shopping experience.
This led to the late 2017 release of a “chime” sound utilized both in physical and online stores to signify that a secure transaction has taken place. An overwhelming 83 percent of people surveyed reported that this sound created a positive brand perception. With this success in mind, Visa is now looking at smart home and car system uses of audio logos, as well as with devices such as Fitbit.
A recent Adweek article drew attention to sonic branding as an expanding focus of major companies from California Closets to Visa. This sonic branding reflects the growth of connected home systems such as Google Home Assistant and Amazon’s Echo, which rely on sound more than visual information as a way of communicating with users.
Sonic branding typically involves the use of a melody or song snippet to accompany transactions from specific companies. A survey undertaken by Visa discovered that the use of sound was associated with a sense of safety and security among consumers, with 80 percent reporting that they have positive associations with predictable animation or sound as a part of their shopping experience.
This led to the late 2017 release of a “chime” sound utilized both in physical and online stores to signify that a secure transaction has taken place. An overwhelming 83 percent of people surveyed reported that this sound created a positive brand perception. With this success in mind, Visa is now looking at smart home and car system uses of audio logos, as well as with devices such as Fitbit.
