I cut a section of Wednesday’s mailing about streaming services not having a “sonic” dimension to their brands like Netflix’s “tudum”. It was under the Awareness section of my walk-through of a generic conversion funnel. It was not adding to the longer essay, it's a short essay in itself, and I thought it would be worthwhile to send it today with some additional commentary.
The question that emerged as I was writing was: Other than HBO’s longstanding intro sound - which it notably HBO Max does not use when the HBO Max app opens - are there any streaming brands that rely on a sonic identity to generate brand awareness?
I think it’s a worthwhile question to ask given just how much Netflix milks the “tudum”: it launched a global fan event in Fall 2021, and then launched a website in December 2021 “for fans to dive deeper into the stories they love, fuel their obsessions and start new conversations. However, these both merit the caveat that the architect of those endeavors - then-CMO Bozoma St. John - seemed to fail Netflix’s “keeper test” last month.
I offer one answer to the question, below, with a short comparison of HBO Max and Netflix.
In January, Marketing Week’s Mark Ritsonon the UK’s top 10 sonic brands to explain why Netflix had been so successful in generating brand awareness as “the clear first mover and market leader”:
When it comes to defining a brand’s distinctive assets, he says his ...