Monthly Archives: September 2010

audio branding : everybody’s doin’ it (part one)

Experiential marketing strategies operate from the premise that a brand is defined by the experiences associated with it. With all the experiential touchpoints available to engage consumers in today’s marketplace, managing a brand can involve an increasingly dizzying array of possibilities and pitfalls. Marketers realize more than ever the importance of making careful, intentional choices as they develop and manage their precious brand assets.

Whether we realize it or not, every sound that touches a brand has the potential to define and communicate that brand’s attributes.

From where I sit, one of those intentional choices should be a focus on how a brand sounds. Whether we realize it or not, every sound that touches a brand has the potential to define and communicate that brand’s attributes. We select a piece of music to provide the soundtrack to a brand commercial. We choose a voice to read a script. We create sound design that adds to the atmosphere around the brand. And in the end, every music bed, every song, every voiceover, every sound associated with an experience of the brand is, at some level, contributing to its audio branding.

And that brings me to the point of this post: when it comes to audio branding, everybody’s doing it.

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welcome to iV interactive!

This first post marks the beginning of our new blog initiative. We envision it as a place where Music City and marketing meet, where our friends and associates gather for some interesting conversations about audio branding, music, sound design, marketing and anything else we feel compelled to explore.

In the posts ahead, we’ll consider everything from trending topics in the field of audio branding to past research to how the same technology that has leveled the music business has also shifted marketing paradigms in the advertising industry.

We’ve also been traveling around the world, conducting a series of interviews with some of the most talented professionals in the field of marketing today. We’ll share their thoughts on music, advertising, audio branding and the future of marketing with you as another way of stimulating the conversation.

iV is built around the ideals of community, collaboration and communication. So pull up a chair, share your perspectives and let’s explore the conversation together.