two cents: our brand needs some sound
We want to create a sound for our brand like Microsoft when you open the computer or like Zain and McDonalds at the end of their commercials. We gave this job to our advertising agency and we sat with studios and musicians. Nothing worked. Who can do this?
You went to the butcher and asked him to sell you a wedding dress. The butcher didn’t want to let you down so he cleaned his white apron, added a couple of sleeves from his own white shirt and gave it to you after spraying some of his wife’s perfume on it. That’s what happened. And that’s why you couldn’t get what you’re looking for. Specialization exists in the world for a reason. Advertising agencies should handle only advertising. PR agencies should do only PR. Branding agencies should do only branding. Sounds logical and common sense, yet not many agencies apply it.
Most agencies look at the local market as too small to be specialized and that’s why many of them prefer to be full service agencies. Unfortunately, many full service agencies outsource the jobs quite often not to the right provider. What you’re looking for is agencies that are specialized in soundscape, a sound designed to introduce, enhance or remind the audience of the brand experience; known also as sound logos, soundmarks, and more. While Sound Agencies are a few around the world and their work can be quite costly, if you’re managing a large-scale brand, you might want to consider investing in a sense that only a few brands play on…and that’s just my two cents.
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