Two names in sound and music, Eardrum’s Ralph van Dijk, and Song Zu’s Ramesh Sathiah, have partnered to form Resonance Sonic Branding, an audio branding agency.
They say the industry needs smarter and more creative sonic branding strategies as consumption of audio grows via podcasts, smart speakers, audiobooks, streaming music and radio.
Resonance Sonic Branding will be set up as a special purpose entity. Eardrum and Song Zu will continue operating separately.
The partners at Resonance have helped create strong sonic brands for major clients including Woolworths, CommBank, SBS, Etihad, Amazon.com.au and Qantas.
They are currently working on three major Australian sonic brand strategies to be announced soon.
Ralph van Dijk says sonic branding encompasses more than an audio logo or sound grab.
“It’s an opportunity to capture a brand’s personality using music, voice and sound design and ensure it resonates at every touchpoint.” he says.
“Our ears are one of the most powerful access points to our mind, and we remember familiar voices and music all our life. So it makes sense for brands to be using this channel more strategically.”
Ramesh Sathiah says there is an increasing need for a thoughtful sonic strategy to improve a brands impact and attribution across all platforms.
Shannon Bell, creative director at Re, the design business within M&C Saatchi, says Resonance is a meeting of like minds.
"Resonance applies the same level of craft to sonic expression, as we apply to visual and verbal identity," says Bell.
"Their work adds a critical dimension that helps make brands more knowable, interesting, and able to build a genuine connection with customers.”
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