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.
Unleashing the Power of Sound: Audio Branding for the Holidays – Part 1 “I was just thinking that humans generally like things that are new, but not that new, and you probably have the familiar tune. And then if you hear something clever, I think the biggest danger is cheesiness. But if you have something […]
The New Era of Sonic Branding: A Conversation with Jack Bradley – Part 2 “My now retired business partner, who was the head composer for this company for years and years and years, he put that perfectly, and he said, I remember he talked to a young composer. He said, ‘Look, at the end of […]
The Evolution of Audio Branding: A Conversation with Jack Bradley – Part 1 “I would just play these crazy ‘80s drum beats and then I’d play on top of it and it was like the coolest thing ever. So it always became this really important thing to me too, and I couldn’t describe it in […]
Unveiling the Future of Sonic Branding: A Conversation with John SanFilippo – Part 2 “But if it’s a narrator, which it is, like, 90% of the time, why would you need to know their gender as long as they’re getting the message across? You wouldn’t be wondering what color shirt they’re wearing, why do you […]
Exploring The Power of Sonic Branding: A Conversation with John Sanfilippo – Part 1 “Loyalist College, they have their own marketing people, they had just done a visual rebrand, so it was the perfect time for a sonic – not even a rebrand, they never had any kind of sonic strategy. So that was very […]
The Business of Podcasting in a Creator Economy: A Conversation with Vinnie Potestivo – Part 2 “And I say this, y’all, if you’re actors out there are trying to audition and you’re looking, when you meet a casting director, tell them, look them in the eye and say ‘hey, you could literally be the person […]