Audible is an audio format and delivery innovator. They dominate the audiobook category and were bought by Amazon in 2008. They have legions of loyal users, but were spending a lot of money attracting new users. It seemed the brand meant very little to people not already engaged with Audible.
Audible was faced with:
• A misperceived legacy; audio books are for the blind or disabled.
• Listening to content is an acquired skill; it takes persistence to value audio books and most trial users gave up too quickly.
• A proliferation of competitive technologies
We needed to discover the heart of this brand that caused so many people to fall in love with it and stay in love.
After a deep immersion we uncovered an interesting insight. People seek to be entertained, informed or inspired in many more areas than traditional story telling. If we broadened the definition of listening beyond books we could begin a journey that would span a vast array of daily activities and appeal to more motivations and needs.
We created a big, sticky idea, beyond “audiobooks’ that was more in sync with how people can use audible in their daily lives. We also created a flexible architecture that allowed for new Audible offerings. We defined the audible personality that stretches over this flexible framework and translates into a voice and tone that connected with each audience.
Audible’s new “idea” and personality began to tell a story that found its way into every operational and functional element of the brand – whether that was the sales department, customer service, advertising or journey mapping and UX. The new strategy provided a cohesive story to be told and shared in a multitude of ways.
Brand Strategy / Brand Voice & Messaging / Experience Strategy / Portfolio Strategy