Why Mumbrella is refreshing its sonic identity
Mumbrella has a history of creating content across a range of platforms, yet when it comes to the brand’s sonic identity, there hasn’t been anything cohesive, ever. That is about to change, writes Mumbrella’s head of content, Damian Francis.
On 14 October 2009, Mumbrella launched a weekly edition of the Mumbrella Podcast. It is what morphed into the Mumbrellacast of today. At the time, it was ahead of the curve, particularly for a trade media and marketing website. Now, podcasts are very much the norm.
Over the years, Mumbrella has had more than a fleeting need to focus on audio representation of the brand. The importance of sonic identity is obvious when it comes to podcasts, but it was Mumbrella’s move into conferences that increased that importance.
At the start of every Mumbrella Marketing Summit, a sound track is played to get the delegates in the mood to learn and network. It’s generic music usually with a bit of a dance beat. But at Mumbrella360, it kicks up a notch with a custom video accompanying a sound track played prior to the welcome speech.
