Jodi Krangle

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user experience

Interview with Hamish Macdonald, Managing Director, Squeak E. Clean Studios – Part 2

March 31, 2021 by Jodi Krangle

This is the second part of my interview with Hamish Macdonald. In our first part, we discussed how he has embraced the audio branding world and what that’s meant for his company, Squeak E Clean Studios. Now, we’re discussing the importance of sound and how it plays out for different companies. Audio branding has become an increasingly sought after part of a company to help with reaching customers. I loved hearing Hamish’s take on this!

In this episode, we talked about: 

  • What exactly spacial sound work is
  • How spacial sound encourages people to take action by using specific sounds
  • Hamish was tasked with creating spacial sound for a car company and how it integrated into a whole experience for the audience
  • He uses outside help to create different aspects of various projects
  • Hamish is willing to find the best person for the job and make sure every customer is getting the best product possible
  • You don’t really know if something is a successful sonic logo until it’s been out in the world
  • Netflix was once deemed as the most popular sonic logo and now it’s starting to have negative connotations 
  • Hamish speculates that Netflix’s negative connotations are actually a reflection of how the consumer feels about the amount of time they’ve spent binging 
  • Some sonic logos become annoying and don’t have a positive experience for the consumer
  • Sound and music are some of the best ways to communicate across cultures and countries 
  • The different companies that have taken away visual branding and moved toward sound branding and logos
  • Hamish had a conversation with a colleague about why some companies are more willing to spend money on a visual brand instead of a sonic brand
  • Companies want their logos and brands to withstand the test of time
  • Hamish says that companies should invest in an audio brand because you can reach people across cultures and where the industries are moving
  • If companies are not using an audio brand, they are missing out on a large part of their own market
  • COVID has drastically changed how audio branding is received and needed for the customer experience
  • It’s important to use sound strategically and not invade people’s personal space

If you’d like to learn more about Hamish or Squeak E. Clean, you can find more info here:

On LinkedIn: https://www.linkedin.com/in/hamishmacdonald2/

The Squeak E. Clean Website: www.squeakeclean.com

Facebook: https://www.facebook.com/squeakeclean/

Instagram: https://www.instagram.com/squeakecleanstudios/

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, customer experience, logo, Netflix audio logo, sonic logo, spacial sound, Squeak E. Clean Studios, user experience, visual branding

Interview with Co-founder and CXO of Audio UX, Eric Seay – Part 2

November 4, 2020 by Jodi Krangle

This is the second part of my interview with Eric Seay. We dive into more about how audio varies for different brands. Eric also walks us through his entire process for creating an audio brand. This second part of our conversation is just as intriguing as the first and I can’t wait for you to dive in!

In this episode, we explore:

  • How to create audio branding for a company that just has a feel
  • The different phases of developing an audio brand
  • How many companies and brands have thought about their audio branding
  • How audio branding has become more normalized
  • The background needed before writing the actual audio
  • How Audio UX decides what each brand needs for their audio branding
  • What Eric does with each brand
  • How psychoacoustics comes into play
  • Best practices for sounds
  • Universal sounds versus location specific
  • Generic sets (sounds) versus Premium sets (sounds) and how that drives sales
  • Sounds creating experiences
  • Where UX came from and the importance of the user experience
  • Working with the UX teams with each brand
  • The new platform for audio branding
  • Having apps work together with their audio
  • The parts of different experiences that should have differences with audio
  • Making sure everything sounds the way it should once everything has been created
  • How audio branding has changed
  • The need for comfort with sounds now with COVID
  • Sound types and their unique skills in different apps/devices
  • How sound affects what we want
  • The evolution of audio branding with each brand
  • Check out the case studies on the website

The best way to contact Eric Seay and AudioUX is through their website at https://auxnyc.com/. You can find AudioUX on more social media platforms @aux_nyc (Instagram, Facebook, and Twitter).

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 download – 5 Tips For Implementing An Intentional Audio Strategy at https://voiceoversandvocals.com/audio-branding-strategy/

Filed Under: Audio Branding Tagged With: audio brand, audio branding, audio branding evolution, audio experience, AudioUX, branding background, comfort sounds, generic sounds, location specific sounds, phases of development, premium sounds, psychoacoustics, universal sounds, user experience

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