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.
“We did a sort of special launch episode with the King, um, who’s so knowledgeable, so passionate, you know. I don’t know whether he’d just read up about it, but it doesn’t feel like it. It feels like it really tapped into something that he wants to talk about and knows how to talk about. […]
“So the answer to why is that podcasts, whether they’re audio only or, nowadays, the vast majority are including video as well, provide a depth and a nuance and a detail of conversation that is almost impossible to get anywhere else. So, you know, we live in an age where people are scanning TikTok and […]
“When I do see really powerful sonic branding, it’s impressive. It stands out, you know? There was one I looked at, it was a luxury airline, or it was a luxury-like experience, I want to say. They sold, like, really specific vacations to remote parts of the world that were really luxury experiences and really […]
“Our brain really prioritizes vocal signals. They’re super important to the brain because human communication is a really big priority for us as a species. It’s a deep signal in our brain, right? And so, we were seeing a stronger reaction to the screams than to the music, and that sort of makes sense. There […]
“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.’ […]