An event presented by DoN
The Future of Sonic Branding
January 24, 2020
The way we perceive and interact with brands is changing. In particular, the importance of «sound» has never been more important. Why is this? How can «sound» be used to add real value to a brand? Which trends will matter in the near future? DoN addressed these questions and more at their event at the Freiraum / Büro Züri of the Zürcher Kantonalbank.
The evening had a relaxed atmosphere. Branding experts and other interested parties gathered at Freiraum on Bahnhofstrasse in Zurich for the DoN’s event, «The Future of Sonic Branding.» Speakers Ph!L!pp Schweidler, Florian Goetze, and Silvan Forster talked in an entertaining way about recent developments in branding with regard to audio-only user interfaces. A major takeaway from their discussions was the apparent shift in brand perception: a movement away from a rational consideration towards an emotional experience. Furthermore, the resulting opportunities to use «sound» to connect consumers to brands by making them clearly recognizable were also highlighted. Finally, the growing prevalence of voice user interfaces was also explored. At Amazon alone, 10,000 employees work exclusively on the voice assistant «Alexa.»
The event was very well attended with over 50 guests. Ph!L!pp Schweidler remarked, «We were both surprised and delighted that so many people were interested in the topic.» The partner and director of strategy & creation at DoN continued with a wink, «Maybe word just got around that Büro Züri has excellent event catering.»
The evening’s talks were underscored by the well-known Swiss artist Nickless, who was probably the only person present who keeps a Swiss Music Award on his nightstand. The topics of the evening were discussed at length over music and finger food. All in all, the event went very smoothly, with hardly a hint of geekiness to be found. There was a harmonious balance of information, vibrant discussion, and light entertainment.
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Department of Noise
Connecting people with Sound.