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.
Did you know that human behavior can actually be modified with the use of sound? It works very effectively. Take the “piano stairs” experiment, for instance. The first time I see this mentioned is in 2009 – but there have since been similar installations in China and India and a whole host of other places. […]
Kattie Laur has a background in broadcast radio so it naturally seemed to follow that she would become interested in podcasts. She’s putting that passion to good use as a podcast producer and gives us some tips on what makes a great show, why she feels podcasts are an important medium and how they’re the […]
Kattie Laur has a background in broadcast radio so it naturally seemed to follow that she would become interested in podcasts. She’s putting that passion to good use as a podcast producer and gives us some tips on what makes a great show, why she feels podcasts are an important medium and how they’re the […]
ASMR stands for Autonomous Sensory Meridian Response. It has to do with certain triggers, usually having to do with sound or sight, giving you “tingles in your brain”. It may seem like a strange reaction to have while hearing unintelligible whispers, someone using a marker on a pad of paper or seeing someone use a […]
Show Notes: Hannah and I talk about what she considers audio branding to be, how it affects the clients at her ad agency, and what she does to help those clients come up with their brand’s consistent sound. She also reveals how she created an animated short and chose voices and music for that project. […]
Our audio landscape is definitely changing. It’s becoming more and more important for brands to have a recognizable sound, especially with the rise of Alexa, Google Home, and similar products. Even our appliances are becoming “smart”. If they recognize voice commands, how long will it be before they start selling us products directly – without […]