What does luxury sound like? Inside the growing world of sonic branding
Those fortunate enough to own Ferrari’s new all-electric Luce may be preoccupied with whether the supercar can retain the Italian manufacturer’s famed engine sound. But listen more closely and it becomes clear that just as much thought has gone into the sounds inside the cabin, as Emmy-winning composer Nick Wood knows well. “From the engine start to indicators and warning tones, these are very…
Emmy-winning composer Nick Wood, who designed the “sonic universe” for Ferrari’s new all-electric Luce, explains that while the supercar’s external sounds are important, the internal sounds are equally significant. Wood’s team creates these sounds using live recordings of various organic instruments and machinery, manipulating them in a Tokyo studio to achieve the desired Ferrari feel.
As more brands recognize the importance of sound, the concept of sonic branding is gaining traction. This approach involves associating a brand with a specific sound, such as a jingle, sound logo, or even a unique instrument, to express the brand’s values and create a lasting impression on customers. Despite the growing interest in sonic branding, it still faces challenges, such as brands wanting to avoid bombarding customers with more sounds and the increasingly noisy digital world.
However, when executed well, sonic branding can be highly effective, staying with customers long after visual imagery has been forgotten due to its quick processing by the brain and its strong connection to emotion and memory. Recent studies support this, suggesting that as few as five exposures to a well-designed sound can be enough to embed the brand association.
As the use of artificial intelligence in creating and testing sonic brands grows, the line between human creativity and machine-generated sounds may blur. Nonetheless, the human touch remains crucial, with renowned artists like Wood and Boiarsky contributing to the field. As our lives become more digital, the role of sound in branding is expected to grow, particularly in the context of technology companies and increasingly gamified user interfaces.
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