Oct 13, 2026 · 54 min · 13 segments
What does your brand SOUND like? (Yep, it has a sound, whether you picked 1 or not.) Steve Keller is the Sonic Strategy Director at Studio Resonate, SiriusXM Media's audio-first creative consultancy…
Steve KellerGuestDaniel MurrayHostIt alwa- It makes sense to, like, understand the audien- audience first before, and do the research before.
Like what is like s- an e- like an example of like how you, you, how you use sound to make sure like that encoded in memory in, in a listener's mind?
Um, there are, uh, distinctive brand assets, and often when we think about distinctive brand assex- assets, we, uh, default to visual.
You know, you think of those little, um, motifs, ba-dum-bum-bum-bum for McDonald's or ba-da-da-da-da for T-Mobile.
If you think about the Home Depot and that song that they're playing underneath, that music bed that you can recognize immediately.
It could be the sound of a brand voice, um, a particular voice that clues you into who the, the brand is.
So you're kind of creating, um, these, uh, devices that you're always using so that you immediately connect with the brand.
And that's really important because in two and a half seconds, you can bring a brand top of mind.
And Ipsos did some fascinating research around this, where they actually cataloged across 2,000 ads, um, the distinctive assets that were being used.
But then they looked at the impact of these assets on actually producing brand salience or bringing the brand top of mind.
And sonic cues, sonic logos, were the most effective, eight and a half times more likely to produce memory.
It alwa- It makes sense to, like, understand the audien- audience first before, and do the research before.
Like what is like s- an e- like an example of like how you, you, how you use sound to make sure like that encoded in memory in, in a listener's mind?
Um, there are, uh, distinctive brand assets, and often when we think about distinctive brand assex- assets, we, uh, default to visual.
You know, you think of those little, um, motifs, ba-dum-bum-bum-bum for McDonald's or ba-da-da-da-da for T-Mobile.
If you think about the Home Depot and that song that they're playing underneath, that music bed that you can recognize immediately.
It could be the sound of a brand voice, um, a particular voice that clues you into who the, the brand is.
So you're kind of creating, um, these, uh, devices that you're always using so that you immediately connect with the brand.
And that's really important because in two and a half seconds, you can bring a brand top of mind.
And Ipsos did some fascinating research around this, where they actually cataloged across 2,000 ads, um, the distinctive assets that were being used.
But then they looked at the impact of these assets on actually producing brand salience or bringing the brand top of mind.
And sonic cues, sonic logos, were the most effective, eight and a half times more likely to produce memory.
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