Jodi Krangle

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Pirate Group Inc.

Interview with Sonic Branding Strategist & CEO of Pirate Group Inc., Tom Eymundson – Part 2

May 12, 2021 by Jodi Krangle

This is the second part of my interview with Tom Eymundson. This part dives in deeper to the bigger necessity of having an audio brand. This audio brand is the connective tissue to your customers. Tom really lays out for us how important an audio brand is as we move into this next decade.

We discuss:

  • The brands Tom has worked with that really stuck out to him
  • His big brand collaborations- Koodo, Porter Airlines
  • The way that Porter Airlines has used a champagne flute ping in their audio branding
  • The piece of jazz Porter Airlines acquired and where Porter plays their sonic branding (on commercials and when you get on their airplanes)
  • Cobranding with different pieces of audio
  • The difference between sonic branding and a piece of music
  • The danger of leveraging someone else’s music to tap into an emotional connection with your audience
  • Branding being an even more important piece of business as more startups are being created
  • How businesses are being judged on their audio branding now more than ever
  • The NEED for connecting with your customers as a business
  • Brands creating their own mix tapes to connect with their customers
  • Sound as a key component to expressing the quality of your brand
  • The upcoming need of becoming more and more sound proficient as a brand
  • How one company is using dynamic music in a phone app
  • Mastercard’s new audio soundscape and adding in a sound for your transactions online
  • Moving toward having companies create transactional sounds and partnerships between companies
  • The time it takes for something in audio to become memorable
  • Tom’s current project – doing phase 3 of testing with a lottery company
  • All the backend that has to happen for audio branding to be done well
  • The cost of creating a really great audio brand
  • Using a piece of music versus a human voice
  • Marketing and explaining to companies how important an audio brand can be
  • The longevity of an audio brand
  • McDonald’s success with their audio brand
  • How audio branding is your handshake on the way out the door

If you want to find more information about Pirate Group Inc, you can find them:

On their website: www.piratetoronto.com

On Facebook: https://www.facebook.com/piratetoronto

On Instagram: www.instagram.com/pirate_toronto

On LinkedIn: https://www.linkedin.com/company/pirate-radio-&-television/

On Twitter: https://twitter.com/piratetoronto

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

Would you consider giving this podcast an honest review? You can do that here: https://lovethepodcast.com/audiobranding.  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 download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/

Filed Under: Audio Branding Tagged With: audio, audio branding, cobranding, dynamic music, emotional connection, Koodo, mastercard, McDonald's, mix tape, Pirate Group Inc., Porter Airlines, quality of brand, sound proficient, soundscape, startups, transactional sound

Interview with Sonic Branding Strategist & CEO of Pirate Group Inc., Tom Eymundson – Part 1

May 5, 2021 by Jodi Krangle

Tom Eymundson is a sonic branding strategist and a partner, CEO and driving force behind the ongoing evolution of Pirate Group Inc. In this first part of our discussion, we break down Tom’s three step process for serving his clients and discuss some of the background that led him to create sonic brands for a wide variety of companies.  He’s super knowledgeable and I can’t wait for you to hear his perspective on the importance of having a strategic sonic brand.  You can find Pirate at www.piratetoronto.com.

We discuss:

  • How he’s currently doing in this COVID world
  • The difference between audio branding and sonic branding
  • Tom’s definition of sonic branding
  • Tom’s background that led to ending up as the head of Pirate Group Inc.
  • Earworms and their impact on Tom’s decision to go into sonic branding
  • The sonic branding of James Bond
  • The change in creating music for audio branding from orchestras to now Tom being the trackmaster
  • The “magic” of adding music to a commercial and how it completely changes people’s reactions 
  • The story of the closing of Maple Leaf Gardens in Toronto
  • How layering music with storytelling and the visual component leads to an emotional connection
  • The evolution into his current process when creating sonic logos
  • Breaking down why some sonic identities stick and others don’t
  • The need to dig deep and figure out the brand identity before being able to create a new sonic logo
  • Sonic logos are meant to draw brand recall
  • The goal of creating an emotional reaction to the sonic branding
  • The sonic branding methodology should lead to truly understanding the background of the sound
  • When to recreate an audio brand or just refresh it
  • The process of diving deep into determining the audio branding
  • The similarities between creating a visual logo and a sonic logo
  • What Tom’s company does if someone says they don’t like what’s been created!

If you want to find more information about Pirate Group Inc, you can find them:

On their website: www.piratetoronto.com

On Facebook: https://www.facebook.com/piratetoronto

On Instagram: www.instagram.com/pirate_toronto

On LinkedIn: https://www.linkedin.com/company/pirate-radio-&-television/

On Twitter: https://twitter.com/piratetoronto

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

Would you consider giving this podcast an honest review? You can do that here: https://lovethepodcast.com/audiobranding.  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 download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/

Filed Under: Audio Branding Tagged With: audio branding, brand identity, brand recall, emotional connection, Pirate Group Inc., sonic branding, sonic logo, storytelling, trackmaster

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