Why Your Brand’s Share of Voice Is Losing Its Sound
As a branding curator, I recommend Shai Hirschson’s Sound Decoded piece to any marketer who cares about durable growth. He exposes how rigorous ESOV planning collapses when music is chosen by instinct, not by design. The result is expensive drift, lost compound recognition, and wasted media weight.
Hirschson shows how music can be given a DNA, with measurable attributes, not just reference tracks. A clear parameter set kills taste arbitration, makes briefs portable, and lets music be tested before spend. Those changes let brands protect their fingerprint as they scale across markets and channels.
This is both an operational and an economic argument that executives need to hear. It offers practical governance steps, measurement ideas, and a path to stop leaking brand value. Read it to start treating sound as part of your voice, not a postscript.
The article marries research and practice, citing channel data and real governance examples. You will find persuasive evidence from Spotify, LinkedIn, and practitioners who moved sound upstream. Those cases show attention, trust, and measurable revenue improvements when music is governed deliberately. If you run media weight but ignore music governance, your ESOV gains may not compound as expected.
Source: www.brandingmag.com
