Smart speaker can enable the conversation between costumers ad brands. It's a great chance to give a sound identity to your brand. Schalkwijk mentiones the James Bond films as an example for a catchy brand sound. This sound is directly assigned to the movies.
Another example is the voice of Marge Simpson, which sounds very similar in different languages. "Sound is a part of a voice personality", Schalkwijk says.
Katrin Baumer