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 reason why brands and companies should be thinking about audio is because all of their consumers are, whether they know it or not. I mean, to your point about people knowing when something doesn’t feel right but not necessarily knowing why, a lot of times it’s audio. Especially now too, with so much AI […]
“To your point, like it can make or break campaigns, can make or break TV and film. I mean, you know, there’s mumblegate that’s happening, like with all the streamers where I can’t understand half the things that are being spoken… And in the interview, he was like, ‘Well, it’s just not important to me.’ […]
“Live is always going to be great. Human connection is the only thing that will differentiate AI from people and from artists. And that is, I think, going to be the key lever that artists have left. So in the same way as you might go and buy a handmade coffee cup for $20 from […]
From Corporate Law to Sonic Branding “When you hand it to the composer in sonic branding, at that point, it becomes an art, because the job of the composer, of course, is to translate those desired emotions into music. And it’s not [the] music that the composer feels, it is what it makes the audience […]
“I give them a lot of credit because they use that so frequently, and that’s why they have so much success. I mean, it is an iconic melody in and of itself, but it’s that repetition and that usage, you know, whereas I feel like a lot of sound logo projects that come in, we’ll […]
Why Audio Branding and Sound Design Matter More Than Ever “Too much sound complicates things, it confuses things, and it causes annoyance and fatigue, too much brain power needed. Too much cognitive load, and it’s a known fact. So oftentimes companies will come to me and say, ‘Hey, we have, you know, sixty sounds we […]