Sonic strategies in marketing: Are they seeing a resurgence?

Companies such as Mastercard, Petronas and SIA have leveraged music to create a brand identity, demonstrating that sound can sometimes be more important than video for marketers and brands to use in their marketing journey.

Marketers and brands can and should use sound in their marketing journey. At the recent Marketing Influence 360 conference, a panel discussed the power of sound and how brands should look at sonic content strategies more closely.

The panellists were Becky Yeung, regional head of brand partnerships, Warner Music Asia; David Glaubke, director of global corporate communications, Harman/Samsung; and Terence Leong, global chief content officer, KKBox Group. The moderator was Wendy

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