The Drum interviewed Julius Støback about the sonic branding of Norwegian Air
Developing a distinctive brand asset from scratch, using sound and music, was an incredibly interesting and rewarding process. I talk to the The Drum, the biggest marketing website in Europe, about building mental availability and distinctive brand assets.
"Norwegian has massive growth ambitions. We need consumers to remember us in a lot more buying situations through our advertising. Our brand track and mnemonic, Northern Colours, will contribute significantly to this as we build it into a distinctive brand asset to drive recall. Furthermore, for us as an airline, music is also part of the customer experience - on-board being the most important. Travel can be stressful and we wanted to use music to help emphasize the opportunity to relax, let go and enjoy the ride with us."
Read the full article and hear the results here: