Audio Branding
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.
Audio Advertising: Beyond the Jingle
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.
Audio Marketing: A Sound Strategy
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.
Here’s the second part of my interview with global brand strategist, Edward Farley. In it, we continued our conversation about the research going into artificial intelligence and how AI affects the brand experience. In addition, we discussed: How KFC in Canada and the National Australia Bank are creating two unique brand voices using the same […]
Edward Farley has quite a history in marketing with over 25 years of experience in global marketing, brand management, creative development, and sports and entertainment marketing. He has degrees from Michigan State, Harvard Business School, and Northwestern University and has lectured on global brand management and marketing at multiple universities. Currently, Ed is working on […]
How Can Audio Branding Help Your Podcast or Company? According to Harvard Business Review [4], Audio Branding is “the strategic use of sound … in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.” So ultimately, think of it as a brand or podcast’s emotional short hand – […]
Here’s the second part of my fascinating interview with Steve Keller. In it, we dove into how brands can harness the power of archetypes as well as what Steve calls the three pillars of return on sonic investment. We also discussed: Music’s impact on our perception of meaning How music soundscapes and noise affect the […]
For Steve Keller, audio branding seamlessly blends together the three overarching passions in his life: music, psychology, and marketing. Steve had a passion for music from a young age but never considered it as a career. He became fascinated with and obtained his college degree in psychology. During what some may consider a “gap year” […]
Here’s the second part of my interview with storyteller Dave Bricker. We talked about the four elements of a story, the difference between anecdotes and stories, and how to add value to people’s lives through storytelling. In our conversation, we also covered: Whether people are hardwired to want to hear depressing stories or happy stories […]