Jodi Krangle

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Jodi@VoiceoversAndVocals.com

artificial intelligence

Interview With Global Brand Strategist, Edward Farley – Part 2

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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 type of deep learning technology that powers the voice of Alexa
  • How Mastercard uses a consistent track of chords that reflects the DNA of their brand but caters it to the culture in which their audio is being utilized 
  • The connection between audio and memory
  • The importance of a brand matching its visual identity to its audio identity
  • How brands use audio to build trust
  • How audio is more than just a tool in a toolkit—it’s a tool to be invested in
  • Jingles, NBC, and other audio branding that goes back many, many years
  • What is included in a brand’s soundscape
  • How Starbucks and others use audio to facilitate loyalty and improve how their customers feel
  • Things to consider when choosing music to play at events in different countries
  • The tactics businesses use to bring their audio strategy to life and the difference those tactics make in consumer experience
  • Ed’s work with a product incubator accelerator that is engaged in startup products in the clean technology space

You can find out more about Ed by connecting with him on LinkedIn at https://www.linkedin.com/in/edward-farley-a08a839/ .

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?

Interview with Global Brand Strategist, Edward Farley – Part 1

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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 business development for a few different agencies and is working with a product incubator accelerator that is engaged in new products in the clean technology space.

In the first part of my conversation with Ed, we discussed how he became interested in branding and marketing, as well as: 

  • How marketing today is much different than it used to be
  • How technology and the consumer experience have evolved
  • Ed’s work with a variety of industries, including beer companies, healthcare insurance, nonprofits, and financial services
  • How principles of developing a great brand strategy are fairly universal across industries
  • How Intel became one of the earliest audio branding success stories 
  • How audio branding serves as a way to drive recognition and trust
  • Ed’s work helping Humana with a complete brand repositioning
  • The importance of tone of voice and personality coming through a company’s music/audible experience
  • How companies can use audio to become more approachable, friendly, and helpful—or however they want their consumers to perceive them to be
  • Bringing an emotional vibe to a brand
  • How an Arby’s commercial can leave you feeling satisfied (even before eating their food!)
  • What exactly Ed means when he talks about a brand’s DNA
  • The best time for a company to think about audio in their marketing strategy
  • The architecture of a brand strategy and how it applies across a variety of consumers
  • How Alexa, artificial intelligence, and Amazon Polly are revolutionizing the brand experience

If you’d like to learn more about Ed and his work, the best place to connect with him is on LinkedIn at https://www.linkedin.com/in/edward-farley-a08a839/ .

This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).

Would you consider reviewing the Audio Branding Podcast?  If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453  And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!

And if you’re interested in crafting an audio brand for your business, why not check out my FREE Audio Branding Worksheet?