“Designing and integrating the right sound enhances the experience of a brand.” - Kenny Kahn
Since my Mom is in Dubai right now, without me, I choose to analyze how a brand in Dubai uses sound to encourage sales. Thanks, Mom!
Incorporating sound to a brand is a lot of times overlooked. “The sound of silence is a has-been, so sound is quickly becoming the next frontier for brand identity.” (Wheeler, 2009) Sounds in brand advertising sends a signal that encourages sales, if applied correctly. Ever noticed the music in the GAP or Starbucks? There are also material qualities, not only in what we see (color and fonts) but also in what we hear.
The video above was Dubai-based Emirates Airlines integrated marketing communications campaign - “Hello Tomorrow”. Two crafts in its first few years to being one of the world’s fastest growing airlines, Emirates is a brand synonymous for luxury and innovation - first to offer inflight telephony across all classes, individual TV screens on every seat, First Class suites and an on-board Shower Spa on its A380 aircraft. Quite of an airline experience much?
“Designed for the age of consumer engagement and empowerment, Hello Tomorrow is about inspiring people to greet tomorrow’s unlimited potential,” EA mentions.
The sounds from the campaign video captured empowering. It had a bit of luxury, but youthful feel to try the unfamiliar, create new ideas, and form new visions. It captured what Emirates was shooting for.
If your brand could speak, what would it sound like?
Sambidge, A. (2012). Emirates eyes evolution to global lifestyle brand. Retrieved July 21, 2012 from http://www.arabiansupplychain.com/article-7327-emirates-eyes-evolution-to-global-lifestyle-brand
Wheeler, A. (2009). Designing Brand Identity (pg. 134). New Jersey: John Wiley & Sons, 2009. Print