From voice assistants to podcasts and the Internet of things, the world of audio is expanding faster than any other advertising media. As a result, brands now face the need to address complete sonic branding with the same care and fidelity customarily reserved for visual design. Join Ogilvy’s Robert John Davis for a discussion on the growing importance of sound in advertising.

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What’s Next:
Sonic Branding

2. Welcome
Robert Davis
Head of Digital
Ogilvy USA
New York
Laurie Close
Consultant
Ogilvy Consulting
London

3. Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4. Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. September 16, 2019
Making Brands Matter To The Ear
Sonic Branding
Rob Davis
Head of Digital
Ogilvy, USA

6. September 16, 2019
We spend a lot of time
perfecting how a brand
looks.
6

7. September 16, 2019
Today, there is equal need
to focus on how it sounds.
7

8. September 16, 2019
Sonic Truths
8
Thought Starters for understanding Sonic Branding
#1 – Sound is not a channel (its part of the brand)
#2 – It’s already omnipresent and catalyst for growth
#3 – It’s an indicator of brand health
#4 – Voice SEO is already a thing
#5 – Assistants (Alexa, Cortana, Siri, etc) are stepping stones

9. 9
Sonic Branding

10. 10
Sonic Branding
Isn’t that just a pretentious way to say “voice”?

11. 11
Sonic Branding
Isn’t that just a pretentious way to say “voice”?
No, and there’s a good reason behind this.

12. September 16, 2019
Voice is only one aspect of
the sonic branding
landscape.
12

13. September 16, 2019
VOICE
Differentiating the Components of Sonic Branding
AUDIO
How a brand converses. How a brand is heard.

14. 14
How do brands plan for a full
Sonic Branding strategy?

15. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

16. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

17. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

18. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

19. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

20. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

21. 21
Voice SEO is a valuable
way to get started.

22. September 16, 2019
The Platform Shift
22
It took about 30 years for mobile phones to
outnumber humans. Voice assistants are on track to
get there in about half of that time.
- Atlantic, “Alexa, how will you change us?”, November 2018

23. September 16, 2019
Voice Search By The Numbers
23
GOOGLE ASSISTANT
• 2016
• Worldwide (52 countries) and 30
languages by the end of2018
English, German, French, Italian,
Japanese, Korean, Spanish,
Brazilian Portuguese
• Google Home devices,
Chromebooks, Google smartphones
• Third-party hardware. Android
smartphone, TVs and more than
5,000 compatible devices
• Search, services, advertiser,
productivity tools
APPLE SIRI
• 2011
• Worldwide, 15 languages
• iPhones, HomePod, AirPods, Apple
Watch, Mac computers and other
Apple devices
• No third-party hardware
• Hardware, software, services
MICROSOFT CORTANA
• 2014
• Worldwide. English, Portuguese,
French, Chinese, German, Italian,
Japanese, Spanish
• Microsoft computers, tablets and
devices, running Windows 10, Xbox
One, Herman Kardon Invoke
• Third-party hardware. Windows, 10
devices
• Software, productivity tools,
services
AMAZON ALEXA
• 2014
• Worldwide (89 countries), English,
German, Japanese
• Echo devices, other Amazon
branded devices, including Fire TV
Stick, Fire Tablet, amazon Tap. Dash
Wand
• Third-party hardware. More than
12,00 compatible devices
• Retail, services

24. September 16, 2019
The Way We Query
24
Your top paid
and organic
keywords will
not be your top
voice queries
Why? Go back to basics of how humans talk….
You don’t walk up to someone and say “best laptops”
You would say “What do you think is the best laptop and
why?”
Or… “Do you know where I can buy a good laptop?”

25. September 16, 2019
It’s A Different Landscape
25
You can’t buy your way to ubiquity, yet.

26. September 16, 2019
A Neat Parlor Trick
26

27. September 16, 2019
Learn More
27
https://www.globalstrategies.com/voice-search/

28. 28
Closing Thoughts

29. September 16, 2019
THE HOUSE OF
SONIC BRAND DESIGN
AURAL STYLE
Tone Vernacular Literacy Language
VOICE
Human Machine
AUDIO STYLE
Music Mnemonics Foley
OUTPUTS
1st Party 3rd Party
ADVERTISING CONTENT BOTS SEARCH ASSISTANTS APPS
Television
Radio
Digital
(e.g. Spotify)
In-Game
Podcasts
Branded
Entertainment
Online Video
Chat Bots
Branded
Assistants
Customer Service
General
(Alexa)
Open
Voice SEO
Voice SEM
General
(Alexa)
Specific Skills
Bots
E-commerce
Lifestyle
(Yelp)
In-Car
(Waze, CarPlay)
Scheduling

30. Questions?

31. Thank you.