“We always start at the same place, you know, we do not throw color against the wall. Meaning it’s a non-execution-driven process. Execution-driven is ‘let’s get the ten best music companies in the world and then each produces a sonic logo, and then we’ll pick one and then implement that globally, and then we’re done, […]
sonic identity
Sonic Branding Evolved: A Conversation with Uli Reese – Part 1
“And what’s interesting is the agency usually comes back and says ‘this is amazing, how did you… this sounds, like, better than our music productions! This is, like, so authentic! This has grip! This seems like the Beatles in the garage!’ And I said ‘that’s what every agency guy wants.’ They want to find the […]
Audio Logos: An Interview with Dr. David Allan – Part 1
“It certainly adds another sense to sight, you know, and most of the people that I talk to, you can see a logo, but sound really helps you to feel a logo.” — Dr. David Allan My next guest is a professor of marketing at Saint Joseph’s University in Philadelphia, Pennsylvania. He has a […]
Finding the Fix: An Interview with Aaron Matthews – Part 2
“It’s about doing something that’s relevant to that brand that makes people, you know, have intrigue and then go either search for it or find out more information.” — Aaron Matthews This episode’s the second half of my interview with audio branding expert and creative director Aaron Matthews as we talk about how Creative […]
Finding the Fix: An Interview with Aaron Matthews – Part 1
“Production companies make these amazing videos and then go ‘oh, we need to think about some music and stuff,’ and it sort of like becomes a bit of a rush. But actually, when you think about it at the same time as pre-production and you start planning out how the sound’s going to work with […]
Musical Alchemy: An Interview with Eric Singer – Part 2
“One of the wonderful things about music is that it’s by and large pretty universal, you know, when almost any culture will perceive a minor chord as something that feels sad. Even my 4-year-old son can identify that as ‘oh that’s sad.’ But there are more subtleties too, you know, and that may affect instrument […]