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
• A variety of competitive technologies; ebooks/tablets
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.
We created a big, sticky idea, beyond “audiobooks’ — capable of changing the world. Next, we created a flexible brand architecture that allowed for new Audible offerings. We developed a brand personality that could stretch over this flexible framework and translate into a voice and tone that connected with each audience.