“I think sound has this ability. We talked about meaning, we talked about engagement, we talked about flexibility, versatility... but I feel like people are used to visual communication. They understand that there’s logo, animation and everything is like the sign, the bottom of the page, et cetera. I feel like you add this extra layer of surprise as well, that it’s quite interesting.” -- Valentin Fleur

This episode is the second half of my conversation with marketing expert, sonic branding strategist, and Sixième Son managing director Valentin Fleur as we talk about the future of sonic branding, creating a stronger visual brand through sound, and what goes into a sonic logo.

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(0:00:01) – The Digital Future of Sonic Branding

As the second half of our conversation starts, we talk about the rise, fall, and possible return of Meta, how AI-generated content is shaking up the creative sector, and where it all might lead. “If I had to make this comparison,” Val says, “what I like about it is it’s very well controlled, so you have defined the ingredients and the flavors, so it’s easier.” We also discuss the evolution of augmented reality as well as virtual reality, and the prospect of sonic branding in a virtual environment.

(0:06:04) - Enhancing Brand Identity Through Sound

Our conversation turns to the question of whether audio marketing can be manipulative, and how sonic branding can help create a genuine connection by conveying emotional subtext and layers to a message. Val tells us about an Ipsos study in 2020 that showed an eight-fold performance increase for ads with a sonic logo, and we discuss how he gains insight into a company’s brand from a variety of perspectives. “You know, some people will have worked for, like, oh, ‘I just arrived,” he explains. “That’s great, like, we want to hear your perspective because you are fresh in the organization.”

(0:14:12) - Creative Process in Developing Sonic Brands

Val goes on to describe how he helps a company find and create a connection with their sonic logo, considering a range of factors such as industry, market saturation, and feedback from a diverse listening committee. “That’s what the market is looking for,” he says, “a little bit more engagement, a little bit more performance, and to make sure that they can make the most of their communication investment.” We talk about his work with companies like TD and Arant Express on building a sonic brand ecosystem, and Val offers his answer to the big question: why does sound...