How To Build A Sonic Brand with Dean Aragón and Jane Keate of Shell

In today’s episode, Eric talks to the brains behind one of the world’s biggest brands, Shell. Jane Keate, Shell’s Global Brand Standards and Assurance Manager, and Dean Aragón, CEO & Vice Chairman of Shell Brands International, explain how a brand as massive and well-known as Shell connects to its employees, customers and external stakeholders through its all-in approach to sonic branding, and how building a distinctive yet flexible sound helps deepen and humanize the brand’s identity while also fulfilling marketing’s ROI goals. We talk about the way Shell’s sonic branding adapts for use, geography, and mission so that it is never out of place or time and why this is so key for Shell’s messaging. Listen to the Shell's sonic branding for yourself:  Epic, power (Shell V-Power)Calm, reflective (Shell Strategy Day)Positive, uplifting (Nature-based Solutions)Power, drama (Shell Advance Power)Watch the Sound of Shell show reel here, and watch the Making of the Shell Sonic Brand here.To end today's episode, Eric talks to Paul Skinner of Marketing Kind, a community of marketers and change-makers who believe marketing and narrative-building can be an important part of the solution to the many societal and environmental problems we face.  Working with Ian Goldin, former VP of the World Bank,  Marketing Kind asks, Can we rescue humanity? Follow Paul on LinkedIn  to receive invites to Marketing Kind's gatherings. In this month's Coffee with a Cause, on Friday, 26th November, Eric will host a gathering with Matthew Powell of Breaking Barriers, to help refugees gain the skills they need to secure longer term employment.Scratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Today's episode was produced by Leanne Kilroy and hosted by Eric Fulwiler. Find Rival online at www.wearerival.com, LinkedIn, Twitter. Find Eric on LinkedIn and tweet him @efulwiler.Say hi at [email protected], we’d love to hear from you.  Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024