Jodi Krangle

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Jodi@VoiceoversAndVocals.com

sonic identity

Interview with Audio Alchemist, Steve Keller – Part 2

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Here’s the second part of my fascinating interview with Steve Keller. In it, we dove into how brands can harness the power of archetypes as well as what Steve calls the three pillars of return on sonic investment.

We also discussed:

  • Music’s impact on our perception of meaning
  • How music soundscapes and noise affect the healthcare industry
  • How consumers’ experience of products often differentiates brands more than the products themselves might
  • Psychophysics—how our perception of reality is a combination of sensory inputs
  • Using sound to affect other senses
  • Carl Jung’s utilization of archetypes in psychology
  • Both the science and art of sound—that they’re not at two opposite ends of a spectrum, but rather they’re two sides of the same coin
  • The importance of brands being intentional and making educated choices around sound
  • The problem of brands failing to make decisions based on the importance of sound, even though they understand the important role sound plays
  • How critical it is to devote time and energy to audio branding in addition to visual branding  
  • Steve’s desire to inspire younger people to move even further with the current knowledge and research around audio branding

For more information about Steve Keller, check out http://www.studioresonate.com. You can also follow him on Twitter at @AudioAlchemist_ (that underscore is important) or find him on LinkedIn at https://www.linkedin.com/in/stevekeller1/.

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 Audio Alchemist, Steve Keller – Part 1

by

For Steve Keller, audio branding seamlessly blends together the three overarching passions in his life: music, psychology, and marketing. Steve had a passion for music from a young age but never considered it as a career. He became fascinated with and obtained his college degree in psychology. During what some may consider a “gap year” before he had planned to pursue a master’s degree and Ph.D., Steve decided to go in a different direction and ultimately found himself producing music in Nashville, Tenessee. While there, he discovered his passion for marketing and advertising. In 2005, all three passions came together as he began to delve into the world of audio branding. Steve now works for Studio Resonate, Pandora’s in-house consultancy for advertisers.

In the first part of our conversation, we discussed Steve’s three passions and some of the research he has done, as well as:

  • Starting the audio consultancy iV (http://www.ivaudiobranding.com)
  • How Steve and iV began developing the sonic identity for Pandora
  • Measuring KPIs and return on sonic investments
  • The importance of developing the sonic piece of brand recognition at the beginning of the branding process, not at the end
  • Understanding the entire ecosystem of a brand
  • How audio influences buyer behavior
  • Steve’s work with Studio Resonate
  • Cross-modal hacking to influence consumers’ perception of flavor not only with taste but also with sound (this part blew my mind!)
  • How sound affects our body’s release of dopamine and oxytocin
  • How biases influence our decision-making processes

You can find more information about Steve Keller at www.studioresonate.com, or you can follow him on Twitter at @AudioAlchemist_ (that underscore is important). You can also find him on LinkedIn at https://www.linkedin.com/in/stevekeller1/.

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?