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PODCAST

Audio Branding

Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I explore that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music, technology and science. Want to be a guest on Audio Branding? Do you contribute something unique to the world of sound? Send me

education marketing

All Episodes

24:54

The Voice of Tomorrow: An Interview with Ron Jaworski...

Audio Branding ·

2022/08/03

“When we are listening to an audio file created by AI, we try to find where the machine got it from, but when we are listening because we just want to listen, we don't really care.” -- Ron JaworskiThis episode’s the second half of my interview with Trinity Audio CEO and ad tech veteran Ron Jaworski as we talk about the future of proprietary AI voices, Ron’s vision for Trinity Audio, and some surprising statistics on just how effective sound can be when it comes to engagement.As always, if you have

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25:03

The Voice of Tomorrow: An Interview with Ron Jaworski...

Audio Branding ·

2022/07/27

“In similar ways to when the first iPhone came out and then five years later, ten years later, we looked back and said to ourselves ‘oh my god, that completely changed my life,’ that's the same thing that's going to happen with audio and voice.” -- Ron JaworskiMy next guest is the CEO of Trinity Audio, a unified platform that allows content owners to strategically evolve and deliver audio experiences. Some of Trinity Audio's top publishing clients and brands include Forbes, Lenovo, McClatchy, and

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32:37

Audio Logos: An Interview with Dr. David Allan - Part 2

Audio Branding ·

2022/07/20

“I can't imagine – and again, I always have to preface this by saying I know it's not just about the audio logo – but I just can't imagine that when you're designing a print logo why you don't also sit there and go ‘I wonder what that thing would sound like if it could make sound,’ and then develop that too, and then present both of them at the same time, in combination, and give yourself one more, you know, one more sense to have. A lot of brands have a smell: McDonald's has french fries. A lot of

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39:45

Audio Logos: An Interview with Dr. David Allan - Part 1

Audio Branding ·

2022/07/13

“It certainly adds another sense to sight, you know, and most of the people that I talk to, you can see a logo, but sound really helps you to feel a logo.” -- Dr. David AllanMy next guest is a professor of marketing at Saint Joseph's University in Philadelphia, Pennsylvania. He has a BA in communications from American University, an MBA in marketing from St Joseph's, and a Ph.D. in Mass Media & Communication from Temple University, and is currently pursuing a master's degree in Legal Studies in

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06:21

Directional Audio: Hearing is Believing

Audio Branding ·

2022/07/06

Advertising’s come a long way from the television jingles and old-fashioned radio spots of decades past. In the age of social media and targeted algorithms, the ads you see and hear online are very often tailored to your particular user profile. Of course, that’s just when you’re online. But what if it wasn’t? What if, while you’re out shopping or walking down a crowded street, you heard an ad aimed specifically at you, an ad that nobody around you could hear?It might sound like something out of a

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30:26

Finding the Fix: An Interview with Aaron Matthews -...

Audio Branding ·

2022/06/29

“It's about doing something that's relevant to that brand that makes people, you know, have intrigue and then go either search for it or find out more information.” -- Aaron MatthewsThis episode's the second half of my interview with audio branding expert and creative director Aaron Matthews as we talk about how Creative Fix goes about crafting the perfect brand sound, the secret to hosting a successful branded podcast, and the surprisingly retro future of audio branding.As always, if you have any

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28:45

Finding the Fix: An Interview with Aaron Matthews -...

Audio Branding ·

2022/06/22

“Production companies make these amazing videos and then go ‘oh, we need to think about some music and stuff,’ and it sort of like becomes a bit of a rush. But actually, when you think about it at the same time as pre-production and you start planning out how the sound's going to work with the visuals, it elevates the video so much. And you'll know this if you've ever watched some of the latest prints, like the new James Bond trailer, and if you listen to the actual sound design on that and what's

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32:48

Making Music Fun: An Interview with Nick Morrison -...

Audio Branding ·

2022/06/15

“People don't forget that stuff. They remember people that blow their minds. They won't necessarily remember the music, people won't remember the thing that you did, but they'll remember the way that you made them feel, whether that's by your actions or by the actual emotion that you've imparted to them via your music, or your sound, or whatever it happens to be.” --Nick MorrisonThis episode's the second half of my interview with bestselling author, professional musician, teacher, session artist,

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37:19

Making Music Fun: An Interview with Nick Morrison -...

Audio Branding ·

2022/06/08

“One of my Berklee professors, one of my favorite things that has stayed with me from my time there, said 'you know, Nick, a bad day playing music is still better than a good day doing just about anything else.'" --Nick MorrisonThis episode's guest is an Amazon #1 bestselling author and a professional musician, composer, teacher, voice actor, YouTube creator, actor, and a music and media consultant from Calgary Alberta. He's toured throughout the United States, Canada, and Japan as a guitarist,

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30:14

Musical Alchemy: An Interview with Eric Singer - Part 2

Audio Branding ·

2022/06/01

“One of the wonderful things about music is that it's by and large pretty universal, you know, when almost any culture will perceive a minor chord as something that feels sad. Even my 4-year-old son can identify that as 'oh that's sad.’ But there are more subtleties too, you know, and that may affect instrument choice, it might affect tempo, and it might affect chord progression.” -- Eric SingerThis episode is part two of my interview with audio producer and creative director Eric Singer as we

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28:22

Musical Alchemy: An Interview with Eric Singer - Part 1

Audio Branding ·

2022/05/25

“There are generally two things that I want to focus on when presenting the creative to a client. First, and I think the most important, is the why: what is the justification for why we have done this or why we've included this instrument, why we're including this long breakdown section, why this tempo, whatever it is.” -- Eric SingerMy guest's first love in this episode was audio, but it took him a while to get back to it. He's been with Coupe Studios for sixteen years, and before that he spent

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40:18

A Sound Connection: An Interview with Dan Friedman -...

Audio Branding ·

2022/05/18

“It bothers me so much to see companies out there that are taking advantage of people or, you know, preying on their hopes and dreams. I mean, I have never, ever told anybody that this was easy, as being a voice actor, and I never told them that it was fast. I've always said that it's a crock-pot career, it's not a microwave meal." -- Dan FriedmanThis episode is the second half of my interview with audio engineer, voiceover coach, and author Dan Friedman as we talk about voice performance, the

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32:12

A Sound Connection: An Interview with Dan Friedman -...

Audio Branding ·

2022/05/11

“But we do have to remember that when we are communicating, when words are coming out of our mouths and reaching somebody's ears, that's a connection, that's a strong connection, and if we are not really believing in the things that we are saying, or feeling the things that we are saying, or able to create a feeling that's strong, then that connection won't be strong enough. And that's really important in both communicating and advertising and providing information, and all of the things that we do

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29:05

Musical Branding: An Interview with Sam Parvin - Part 2

Audio Branding ·

2022/05/04

“Tap into who your consumer is, really know. And I don't mean like ‘males 25-34 years old who live in cities.’ No, it's like ‘what's important to this person, where do they spend their time,’ you know, those kinds of things, really thinking about who that person is and then what your company's role, what your brand's role, plays in their lives. And then, just naturally, you know how music can kind of work in there, and I think from there you'll start to see some natural potential opportunities. And

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22:48

Musical Branding: An Interview with Sam Parvin - Part 1

Audio Branding ·

2022/04/27

“The way that advertising agencies, for example, are structured now is still based on the Mad Men era where only billboards and print existed. So we have an art director and a copywriter on every project, but we don't have a sound person, we don't have a sound director. And so much of the way that we interact with the world, or 'consume' content, is through audio. I think it's just about thinking about us as humans, and how we intake information and interact with external things in our world, and

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26:42

Signature Sounds: An Interview With Jon Brennan &...

Audio Branding ·

2022/04/20

“Through our research, we also found that anything beyond four notes, if we were to create a pattern that had more than four notes in it, that it started to sound too much like a jingle and just out of place for an automobile. Automobiles really just had single-tone dings, and so we knew we couldn't stray too far from that, or we would start sounding too much like a cell phone or something out of context." --Sean BeesonThis episode continues my interview with Jon Brennan and Sean Beeson, formerly of

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33:32

Signature Sounds: An Interview With Jon Brennan &...

Audio Branding ·

2022/04/13

“I think that the future of audio is one that's customized, personalized, interactive, intelligent and dynamic, you know, instead of always treating audio as on and off, we need to treat it in a way that's delivered to each person as a unique experience.” --Sean BeesonThis episode features a rare two-for-one interview with a powerful sonic duo, Jon Brennan and Sean Beeson, formerly of Sonic Signatures. Jon Brennan's a music composer and sound designer with twenty years of experience creating sound

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28:53

Unconscious Biases: An Interview With LaTonya J....

Audio Branding ·

2022/04/06

“Yes, bring in new voices. Yes, you know, do it, go for it. But if it doesn't work with the first diverse voice – non-whites, I'm talking about non-whites now – that doesn't mean it's a failure. You know, keep going, keep working on it, these are systemic problems that have been in place almost since the beginning of audio, and so it's going to take time to what I call undo the bias.” -- LaTonya J. PeguesThis week is the second half of my interview with inclusion expert, executive coach, and

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34:30

Unconscious Biases: An Interview With LaTonya J....

Audio Branding ·

2022/03/30

“The ability to share information and to help other people have opportunities to provide their voice, if you will, to a read can make such a huge difference in what happens and how the audience receives it and how even the customer or the client receives what's being read.” --LaTonya J. PeguesFor years LaTonya J. Pegues has been known as a person who can provide simple explanations for complex concepts and ideas. With a background in the performing arts, not to mention having worked as a

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28:49

In The Clubhouse: Improve your Speaking Voice with...

Audio Branding ·

2022/03/23

“You set the tone for your podcast by how you sound and how you interact with the audience. So there are a lot of elements to it, you know, obviously preparation and planning and practice, all those things." -- Dan FriedmanThis week continues our Clubhouse discussion as voiceover artist and sound engineer Dan Friedman answers questions about voice training, keeping listeners engaged, and overcoming stage fright.As always, if you have any questions for my guest, you’re welcome to reach out through

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