Tag Archives: ROI

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

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

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