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Posted by Finn Bohn at 7:58 - 0 Comments

It's tough to stand out as a brand.  Especially if you have to rely only on the visual aspects of your brand.

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 and convenience.

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.

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