Tag Archives: shazam

teaching an old dog new tricks : radio as an audio branding touch point


An audio brand is only as good as its implementation. For all the hours devoted to the strategy, research and testing that contribute to creating audio assets for a brand, it’s meaningless without a strategy focused on implementing the audio brand as consistently as possible, as often as possible and in as many contexts as possible.

The “contexts” part of that equation refers to what we call “touch points”: the medium or point of contact through which the audio brand is delivered. In the past, these touch points were usually limited to more traditional broadcast mediums, like television and radio. Today, technology is rapidly opening up new possibilities for the use of audio at point of sale, in sonically isolated environments, via mobile applications and immersive 3D soundscapes – just to name a few.

With the excitement that comes from seeing all these new audio touch points, it’s easy to dismiss the power that still remains in more traditional mediums. The fact is, technological advancements offer us an opportunity to explore new ways to engage consumers through classic touch points.

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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