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.
“So brands are trying to find a voice which is sympathetic, which is sincere, and we think music can play a big role in that. Because if you like music, you like it, you don’t judge it. You don’t question the intentions of an artist. You just love the piece of music.” — Rajeev Raja […]
“Because we also believe that brands are multidimensional, just as human beings are, right? So, we are multidimensional: we are seen in a certain way by our close friends, we are seen in another way by our family, close family, we are seen in a third way by our colleagues and associates, right? So, we […]
“Brands and companies are going to have to be much more thoughtful about how they’re approaching audio and how are they making people’s lives easier, how are they putting them at ease, how are they, you know, easing apprehensions and anxieties, how are you lightening the cognitive load, if you will. And so much of […]
“If you’re not thinking about sound and audio strategically and intentionally as it applies to every part of the mix in marketing, every touchpoint, every channel, every platform, then you’re likely going to be doing yourself a disservice.” — Shez Mehra This week’s guest is an award-winning creative entrepreneur, founder, advisor, and producer who specializes […]
Sound is a subject I’m very passionate about, and it’s more important than we think. When I started this podcast I wanted as many people as possible to know that their audio shouldn’t be an afterthought. But as I spoke with people about this topic, I learned that I had a lot to learn about […]
“This is about an enhancement. This is about a more immersive experience, not even an immersive audio experience, but an immersive experience because even if we tried and we just wanted to experience one sense, we can’t.” Jeanna Isham This week’s episode is the second half of my interview with composer, podcaster, and sonic branding […]