Observed Signal · Oct 5, 2026 · Opinion · Source: The Drum · Impact: 2/5 · Sentiment: Positive
Sound Branding: High-Yield Asset Still Neglected by Marketers
An opinion piece by Rodger Morley, Sonic Branding Partner at Epidemic Sound, argues that sonic brand cues are the highest-yield element in branded video yet remain the least invested-in brand asset. Citing an Ipsos meta-analysis, sonic cues were 8.5 times more likely to appear in top-performing ads, yet account for only 8% of brand assets used. The root cause is operational: legacy music licensing is slow and fragmented, forcing marketing teams to compromise. Generative AI poses authenticity and copyright risks. Epidemic Sound's platform offers a solution with globally cleared music, AI-powered search, and customization tools, enabling scalable audio strategies.
The article highlights a neglected but high-yield brand asset (sound), backed by research, and promotes a solution via Epidemic Sound. It is relevant to marketers and brands, but is opinion-based and not a major industry event.
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Key Takeaways & Evidence Grounding
- Ipsos meta-analysis of 2,015 US video ads found sonic brand cues 8.5x more likely in top ad performance.
- Sonic cues account for only 8% of brand assets used in ads.
- HubSpot 2026 State of Marketing survey: 83.5% of marketers expected to produce more content; 35.7% much more.
- Epidemic Sound offers a platform with 55,000 tracks and 250,000 sound effects, globally cleared.
- Consumer study by Luminate shows US audiences increasingly uncomfortable with generative AI in music.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Opinion: Jingles and Sonic Branding Need a Comeback
Jane Power argues that brands should reinvest in ownable sonic assets—original jingles and consistent audio signatures—rather than relying on licensed music. Citing new research presented by Mark Ritson and System1’s Andrew Tindall, Thinkbox’s 'Earning Attention' 2023 findings, and analyses from System1 and TikTok, the piece notes that audio is more likely to be remembered when attention is divided and that sonic branding can multiply ROI and mental availability. The article documents a decline in custom jingles (about 10% of TV campaigns in the 1990s vs. ~2% today), highlights examples (Jet2, Gillette, Intel, Netflix, Audi), and calls for strategic, repeatable sound design across touchpoints including radio, podcasts, and voice interfaces.
Amplify Your Strategy: Make Audio Advertising Essential
Audio is underrepresented in advertising relative to time spent consuming it, a gap the author calls the 'sound gap.' The piece notes Americans spend about 3 hours 50 minutes daily on audio, with roughly 64% of that time in ad-supported content, yet audio accounts for about 4.5% of US media ad spend. Advances in first-party data, privacy-safe attribution models and AI-driven creative are helping connect audio exposure to brand lift, shopping activity and even offline outcomes. The article argues audio should be a core pillar of omnichannel strategy, not a niche add-on, supported by demand-side platforms and partnerships with streaming services. Amazon Ads has partnered with Spotify, SiriusXM Media and iHeartMedia to reach audiences at scale and to measure impact. The piece closes with a call to invest in reach, measurement and cross-platform collaboration to turn listening moments into measurable customer connections. Sponsored post by Larry Linietsky, Principal Global Audio BD.
Valora introduces unified visual language for all brands
Swiss retailer Valora announced a new unified visual language using photographs by Swiss photographer Dominik Baur across all its brands. The images depict everyday situations of people on the go, such as in city centers, at train stations, bus stops, and gas stations. The photos were taken at numerous locations in Switzerland and Germany, and work began about a year ago. The images connect everyday moments with the group's products, like morning coffee, a pretzel between meetings, or a sandwich on the way home. The new visual world aims to create a visual bracket across Valora's brands, highlighting what unites them: people on the move. The photos will be used in internal and external communications across countries and brand boundaries. Valora's portfolio includes K Kiosk, Brezelkönig, BackWerk, Ditsch, Press & Books, Avec, Caffè Spettacolo, and Frittenwerk.
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