Imagine your favorite brand taking on a palpable, vibrant life of its own—whispering into your ears, not just with words, but with a voice that resonates, mirroring your own values and zest. Today’s brands have zipped well-beyond simple logos or taglines. Rather, they’ve evolved into living, breathing entities that people wholeheartedly embrace as reflections of their personalities and ethos.
The crisp autumn air is charged with a certain kind of magic that only comes around once a year. As the orange leaves pave the way for pumpkins, monsters, and candy-crazed little witches and wizards, WellSaid Labs is thrilled to introduce an electrifying challenge to this year’s Halloween festivities: the Halloween-themed video contest!
Not too long ago, the heartbeats of marketing were the rhythmic hum of printing presses and the familiar jingles on radio broadcasts. Fast forward to today, and we’re practically living in a sci-fi universe, at least by our ancestor’s standards, with innovations transforming marketing in incredible ways.
Now, marketers have an expansive digital cosmos to play in, with mediums as varied as the stars in the sky. And guess what’s beginning to rocket its way into this galaxy? AI voice!
Last week, MMA Global hosted their annual CMO & CEO Summit in California where an intimate group of industry leaders across various markets were united by the vision of making the right investments for the growth of their business. The event was fabulous, informative, and left many of us who attended feeling inspired. I wanted to share some of what was learned and discussed at the event.
Some key takeaways:
Brand building is as financially measurable as performance
Companies that can adapt quickly and incorporate change rather than resist it will be the most successful
Step into the realm of wonders where voices come alive, shaping stories with wit, intelligence, and an enchanting touch. We call it TTS.
In this captivating world of TTS, a plethora of possibilities unfold, embracing many facets of our lives with boundless creativity. From learning and development to marketing, audiobook narration, character creation, and podcasts, lifelike synthetic voices are rewriting the rules of engagement.
If the mere mention of “sonic identity” leaves you breaking into a cold sweat or scratching your head in bemusement, you’re not alone. For many a marketer or creative director, the concept of a brand’s audio persona sounds like a subplot in a science-fiction novel–a far-flung tech innovation dreamt up by Silicon Valley whiz kids.
Yet, if I were to mention “I’m lovin’ it,” or “Just do it,” you’d instantaneously hum the jingle or visualize the swoosh. So, what if I told you that the auditory equivalent of these visual identities, sonic identities, holds untapped potential to skyrocket your branding?
After all, have you ever stopped to consider why the intonation of Morgan Freeman’s voice elicits such a warm and soothing feeling? Or why the distinctive tone of Siri’s voice has become a household presence? Or, maybe even why all these years later people still recognize Yogi Bear’s voice? It’s because of the power of sound. And, more specifically, the magic of sonic identity.
Sonic identity, the auditory twin of visual branding, is no longer a distant galaxy in the marketing universe. It’s here, and it’s happening now.
It’s been said that a butterfly flapping its wings can cause a typhoon halfway across the world, a concept known as the Butterfly Effect. In our case, the butterfly is TTS technology. And it’s not so much causing typhoons as it is gently reshaping the landscape of our everyday lives.
We’ve seen the ripples as TTS has started to nudge against traditional barriers, opening up possibilities for greater accessibility and communication. But the current is picking up, and we’re witnessing the start of a monumental swell.
How do you know when a brand chooses the perfect audio? That’s the catch—you might not. Quality audio doesn’t call attention to itself; when music, background sound, or a narrator’s voice fits a project perfectly, it often goes unnoticed. But make no mistake: audio choices play a resounding part in a brand’s success.