It's tough to stand out as a brand.
Especially if you have to rely only on the visual aspects of your
They say an image is worth a
1000 words, but what if people don't pay attention to it?
Q: Hi Finn & Kilian! What makes sound so important
for brands in general?
A: Hi Julius! First of all, brands have become more
important in general.
In times of overflowing information and decreasing differences
between the functional attributes of products, customers are mostly
looking for two things: trust
Strong brands represent mental short cuts - instead of
constantly comparing products to find the one that objectively has
the best features, we rely on our previous experiences and our
associations towards brands. In other words: nowadays we buy
brands, not products. Brands need to create and reinforce a
particular 'positive attitude' in the customer; and for us it's no
secret that melodies, sounds and certain frequencies have exactly
this effect: they trigger memories.