Tag Archives: best practices

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 scoop.it 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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five measurable parameters for successful audio branding

One of the fundamental questions to consider when you’re standing at the intersection of audio and advertising is this: What criteria do I use to inform and guide my audio choices?

Traditionally, agencies and brands have considered audio the realm of “the creatives.” Voice over talent is auditioned, music tracks are selected, creative briefs for composers are written and editors begin editing in post production. As a result, choices are often driven by how well the audio supports the creative vision of a particular campaign, rather than how the audio is communicating the essence of a brand identity.

Audio that supports campaign creative and audio that communicates brand essence need not be mutually exclusive, but both are better served if decisions can be moved away from simply trusting our instincts, and towards developing a more objective set of criteria to guide our choices.  Continue reading

two’s company. three’s a crowdsource : a look at audio branding through the crowdsourcing lens

Crowdsourcing has come along way since Jeff Howe coined the term in a 2006 Wired magazine article. It has grown from a problem solving technique to a bona fide business model, forming the foundation for a new breed of service providers who use the power of the internet to benefit from the creativity offered by a hive mind.

Crowdsourced audio assets may be part of an overall strategy. Brands should remember, though, that the goal isn’t to be part of the crowd – but to stand out from it.

The underlying assumption behind crowdsourcing is that by tapping into a virtually limitless pool of creativity, experience and diversity, brands can benefit from a wide variety of creative solutions often at a fraction of the traditional costs. Additionally,when run as an open competition, crowdsourcing offers an opportunity to create brand ambassadors and increase brand awareness by engaging consumers and fans in the act of directly shaping brand identity.
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technology, engagement and new frontiers in audio branding

Once upon a time, we “heard” a brand primarily though commercials that were broadcast via television and radio.

The advent of social media, coupled with technological advancements in recording and playback devices, has opened a whole new world of opportunities for the audio branding enthusiast.

It might have been a spoken phrase with a memorable rhyme that became a positioning line easily remembered. Or a jingle that stuck in your head and kept you humming a brand name through the day. Advertisers hoped that if they were catchy enough, these moments of audio branding would become messages spread by word of mouth, engaging an audience enough to join in a vocal chorus that moved beyond the confines of TV and radio.

That was then. This is now. Continue reading

life’s for audio branding

In my previous blog post, I presented an example of what can happen when you fail to consider the sonic space your brand occupies.

Telekom connects the sonic dots with an integrated strategy that serves as a good case study of audio branding best practices.

So what about an example of audio branding “done right?”

Recently, Telekom (the German equivalent of T-mobile) launched a new campaign for the German market: “Million Voices (7 seconds).” Telekom connects the sonic dots with an integrated strategy that serves as a good case study of audio branding best practices: enhancing equity, fostering customer engagement, integrating a variety of sonic touchpoints, aligning with brand values and conveying authenticity.

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sorry. i can’t hear you over my sunchips bag.

SunChips has been in the news this week. Unfortunately, it hasn’t been because consumers have been raving about their taste.

The Frito Lay brand of multi-grain chips has gone to great lengths to foster a brand image that reflects a commitment to a “healthier you” and a “healthier planet.” They’re manufactured at a solar powered plant in Modesto, California. They’re made with less salt and tout zero grams of trans-fat. The SunChips website and packaging reflect a color palate of warm yellows, sky blues and earthy greens. And in a move to be even more eco-friendly, the chips were recently repacked in 100% compostable bags.

Obviously, a great deal of attention was given to details that are designed to reflect the brand values consistently across a number of consumer touchpoints. But at the moment, consumers don’t associate SunChips with anything that they see or taste.

They associate SunChips with what they hear.

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