In this episode of Heard Mentality, we sit down with Westpac’s Chief Growth and Marketing Officer, Michelle Klein, to unpack how one of Australia’s most established brands found a powerful new idea… hidden in plain sight.

From unlocking the iconic “W” to creating a custom song that audiences instantly connected with, this conversation explores how simplicity, creativity and sound can transform how a brand shows up — and how it’s remembered.

Michelle shares the thinking behind Westpac’s latest brand platform, why music became the centrepiece of the campaign, and how sonic branding can act as a powerful “mnemonic device” — building memory, emotion and long-term brand equity.

In this episode of Heard Mentality, we sit down with Westpac&rsquo;s Chief Growth and Marketing Officer, Michelle Klein, to unpack how one of Australia&rsquo;s most established brands found a powerful new idea&hellip; hidden in plain sight.
From unlocking the iconic &ldquo;W&rdquo; to creating a custom song that audiences instantly connected with, this conversation explores how simplicity, creativity and sound can transform how a brand shows up &mdash; and how it&rsquo;s remembered.
Michelle shares the thinking behind Westpac&rsquo;s latest brand platform, why music became the centrepiece of the campaign, and how sonic branding can act as a powerful &ldquo;mnemonic device&rdquo; &mdash; building memory, emotion and long-term brand equity.

How Audio Moves Minds & Markets. 

Heard Mentality explores how the world’s most creative brands and minds use sound to make people feel, think, and act. 

Presented by Commercial Radio & Audio and hosted by Little Black Book’s Brittany Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through — and move us as people.

How Audio Moves Minds &amp; Markets. 
Heard Mentality explores how the world&rsquo;s most creative brands and minds use sound to make people feel, think, and act.&nbsp;
Presented by Commercial Radio &amp; Audio and hosted by Little Black Book&rsquo;s Brittany Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through &mdash; and move us as people.

Heard Mentality

Heard Mentality explores how the world’s most creative brands use sound to make people feel, think, and act.

Presented by Commercial Radio & Audio and hosted by LBB’s Britt Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

Heard Mentality explores how the world&rsquo;s most creative brands use sound to make people feel, think, and act.
Presented by Commercial Radio &amp; Audio and hosted by LBB&rsquo;s Britt Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

How to bank on sound: Westpac’s Michelle Klein on music, memory and modern marketing

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/ca75ac0f-7ede-4395-8be5-b418001bc7c7/transcript