SPECIAL SERIES: The Science of Using Sound in Marketing with Steve Keller, Sonic Strategy Director at SiriusXM

Audio represents a significant yet underutilized opportunity in marketing, capturing 21% of daily media time while receiving only 5% of budgets. Sonic strategy, when integrated into the creative process from the outset, functions as a powerful tool for emotional connection and memory encoding. Distinctive sonic assets—such as sonic logos, brand anthems, and consistent voice choices—significantly outperform visual branding in generating brand salience. Research demonstrates that background soundscapes directly influence consumer behavior, from purchasing decisions in retail environments to the perception of product quality. By moving beyond "audio-only" thinking to an "audio-first" approach, brands can create cohesive, memorable experiences across all touchpoints. Prioritizing long-term brand building over short-term performance metrics allows marketers to leverage sound as a strategic asset that drives sustained consumer demand and deepens brand recognition.