Audio branding is one of the most commonly overlooked aspects of advertising and marketing, but it's also one of the most important. Sound plays a vital role in shaping our lives: our brains are conditioned to respond to sound and music on a subconscious level. These podcasts explore how audio branding uses that innate connection for advertising and marketing, and the opportunities it creates to forge a more lasting, personal connection with your audience.
Sound has been a part of advertising for as long as advertising itself has existed, from street slogans in Victorian England that are recited today as nursery rhymes to television jingles that many of us still know by heart. But audio branding has undergone a revolution over the past few years, evolving from straightforward pitches into musical logos and subtle soundscapes that guide the listener’s impressions while reinforcing a brand’s identity.
The advertising industry in particular has been transformed by social media, and the enormous new audience and global reach it represents. From viral videos and licensed music to streaming shows and smart devices, we take a look at how online life has opened up entirely new directions when it comes to audio advertising and branding.
Branding isn’t just about advertising, though. Audio branding encompasses the listener’s whole experience with a brand from start to finish, with points of contact that range from traditional advertising and social media to apps and IVR sounds. Throughout these episodes, we talk about how every touchpoint, no matter how short or seemingly minor, is an opportunity to instill a sense of consistency and brand recognition, and how to make the most of them.
Advertising and marketing have come a long way over the past century, from storefronts and brand logos to radio jingles and television ads. As we move forward into the twenty-first century, digital media and audio-first industries like Spotify and Clubhouse are making audio advertising and marketing strategies more relevant than ever before. New approaches are constantly emerging, and these podcasts can help explore and navigate the changing landscape of audio branding.
The Hidden Influence of Sound in Marketing “Don’t just produce a single ad, produce three or four ads that are all related to each other in a campaign, because you get that familiarity, you get that consistency, you get that storytelling narrative that spans a single spot and starts to reach across the entire campaign, […]
Sonic Branding, AI, and the Power of Sound: A Conversation with Joe Sauer – Part 1 “Does that sound like a robot or does that sound like AI? Does that sound synthetic? Does that sound human? When we think about it, we can’t tell. But when we rely more on those primal, very basic […]
The Future of Sound Design in Electric Vehicles: A Conversation with Johannes Luckemeier – Part 2 “What I did is also in the beginning with my prototypes, I did those science-fiction sounds. I watched all the science-fiction shows and I was like, yeah, let’s get those spaceships in there, I need to do spaceships. […]
How Sound Can Shape Your Driving Experience: A Conversation with Johannes Luckemeier – Part 1 “There are a few perspectives from which you can see this. One would be you pay a premium price for a premium car or premium product in general. So basically, if you just look at the numbers, you pay for […]
How Sound Affects Modern Media: A Conversation with Sherene Strausberg – Part 2 “It’s just the way music is consumed. My kids went to summer camp, and they wanted to, like, bring music with them. But they’re not allowed to have electronic devices, like, they can’t bring a phone. And my son was, like, […]
The Journey from Film Scoring to AI and Music: A Conversation with Sherene Strausberg – Part 1 “I can go back to when I was sixteen, and I was at a movie theater and I was watching a really great scene in a movie where the violinist was, like, moving his bows, you know, […]