Category Archives: audio branding: research

sound knowledge: an audio branding reading list

When it comes to harnessing the power of sound, a working knowledge of the fundamentals of audio science and design is vital. An aptitude for composition/production certainly yields creative results, but it’s only one part of the audio branding equation. Research is necessary to balance out our instincts with demonstrable facts, helping us shape the creation of audio assets and manage their implementation as well.

Fortunately, there’s a wealth of information available. New studies are continually being published in academic journals and agency/brand white papers. Emerging technologies offer new audio touch points for brands to explore. Keeping up on the latest trends and best practices in our discipline is a full time job!

If you’re interested in the latest news, you might want to follow our iV audio branding daily and our audio branding page where we’re constantly curating new content relevant to the industry.

Additionally, we thought it might be helpful to supply you with a “must read” list – a bibliography for the serious audio branding enthusiast. So we went to our book shelves and pulled what we thought were a few of the essential titles of the moment. We’ve listed them for you here, with easy amazon links (just select the title) and a short description. There’s a wide variety of thought represented here – everything from branding to neuromarketing to the role of silence in a noisy world.

We offer these with hopes that they’ll expand your knowledge – and with it allow for more informed discussions. If there’s a work that’s been influential in your approach to audio branding that we’ve not included in our list, feel free to leave a comment and let us know. We always enjoy adding to our library.

Happy reading!

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audio branding ROI : there’s no app for that…

A survey conducted in 2008 by Heartbeats International revealed that of the 70 managers of global brands participating, 97% thought that music could strengthen their brand. In the same survey, when asked if music were an important tool for building a consistent and unique brand, 68% of the respondents answered in the affirmative.

Only 4 out of 10
brands have actually
identified how their
brand sounds. Only
2 out of 10 have
any type of audio logo.

But even with an overwhelming consensus that sound (in this case, music) in a branding context is perceived to be extremely valuable, the same survey found that only 4 out of 10 brands have actually identified how their brand sounds. Only 2 out of 10 have any type of audio logo.

Quite a discrepancy between “beliefs” and “actions.” Continue reading