Tag Archives: measurable parameters

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