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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

25:10

Audio Branding and its Impact on Consumer Recall: A...

Audio Branding ·

2024/06/05

“I think a part of that is because, you know, 75% of people, like, on Facebook, will not listen to sound, so they don’t really equate it as much, or they don’t understand the value of it. However, sound is very, like, people are very unforgiving when it comes to sound. So people take in 50% of the experience through sound and that’s a combination of, like, music, narration, sound design elements, and if you can’t hear what the person’s saying when you’re watching it, people will turn it off right

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24:01

The Power of Healing Through Music: A Conversation...

Audio Branding ·

2024/05/29

“The piano is the same way. The piano has a hammer that goes like that on the string. The harpsichord has a pintrip that is plucked, all right? What do you do on the guitar? You actually pluck the string or hit it like a hammer in a way. So, in a certain way of thinking, the guitar is not the stringed instrument that everyone thinks it is. On the other hand, what makes the guitar so difficult? The double stops, the triple stops, quadruple stops.” -- Jonathan TaylorThis episode is the second half of

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23:44

The Musical Journey of Guitarist Jonathan Taylor: A...

Audio Branding ·

2024/05/22

“And so the concert comes, and, about the ending piece of the concert. I didn’t know who I was. All that vanity and ego, ‘I’m a classical musician,’ all of that stuff, those labels go right out the window. And why is that? Because it’s down to survival time now.” -- Jonathan TaylorThis episode’s guest is a California native who’s currently representing the U.S. as an American Cultural Specialist in South America and the Caribbean. He’s performed sold-out concerts for such luminaries as UN delegates,

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33:35

Insights for Succeeding in Today's Music Industry: A...

Audio Branding ·

2024/05/15

“The way to get your rates up is to make them realize that you’re like the supply, and demand works in your favor if the supply is one, right? If you’re the only person doing this thing, not the only person mixing, not the only person doing, I don’t know, a Scottish Gen Z accent, I don’t know what the equivalent would be. It’s not just the only person doing that service, it’s the only person doing that service but from your set of experiences and perspectives, people are a lot more willing to pay

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34:50

Turning Passion into Profit in the Music Industry: A...

Audio Branding ·

2024/05/08

“It was when I started figuring out, without knowing what it was called, because I also didn’t have any marketers in my life growing up. But when I was finding gigs for myself when I was the freelancer, mercenary, playing with a bunch of different people, I had to learn what these people are looking for. How do I figure out how to let them know that I can be the good fit for them? How do I find the people that I think I’m going to be a good fit for? And how do I convince them that I’m a good fit for

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06:42

The Sound Of Shopping: How Music Influences Our...

Audio Branding ·

2024/05/01

When you think about shopping, what sound comes to mind? It might be the carts rolling up and down the aisles, or maybe the beeps of the scanners when you’re standing in the check-out line. Music might not be the first thing that crosses our minds, but it’s almost always in the background of our shopping trips, and it can have a surprising impact. From how long we stay in the store and how much we spend while we’re there to how we feel about it afterward, sound plays a pivotal, and often unnoticed,

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34:21

Collaboration, Technology & Music Production: A...

Audio Branding ·

2024/04/24

“If you take the, you know, Foley work and the soundtrack out of a movie and just show, you know, the film with just the dialogue, even a great movie, it just, it completely falls emotionally flat, right? It just it’s, you know, if George Lucas had not hired John Williams to do the score for Star Wars, it would probably be a little-remembered, B-grade science fiction movie that hardly anybody would even know. The music kind of glosses over some of the kind of tropey, pulpy shortcomings of the

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34:35

Technology & the Evolution of Music: A Conversation...

Audio Branding ·

2024/04/17

“I know, like, Apple Music is offering that, so you don’t have to have anything but a pair of headphones in order to listen to most music. And it’s even possible on some computers. I know, like, Apple MacBook Pros, if you just play through the speakers in the computer, it’s astonishing. It gives it, it’s got DSP built in that, just, basically, it sounds like the mix is all around you. So, yeah. So that, wow, and none of those things are possible with, um, you know, the classic, you know, surround

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27:18

Building and Growing Your Podcast: A Conversation...

Audio Branding ·

2024/04/10

“I was, like, on tour, I spent twenty hours driving all over Ohio, talking to different places. And I work from home, so I don’t drive a ton. And now I was, and I was listening to all these podcasts, and I was amazed how many times I had to ride the volume knob because somebody would be talking, and then somebody would come in and they’re much, a much lower volume. And then normally, even in a quiet room, you might be able to get away with that, but not when there’s now noise from the tires and the

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32:46

Podcasting Do’s & Don’ts: A Conversation with Dave...

Audio Branding ·

2024/04/03

“And I hit play on it, and I hear ‘Hello, Dave, this is Michael Van Lahr from Nuremberg, Germany.’ I’m in the basement of my brother’s house. This is where I started. And that, which goes back to, it doesn’t matter. Just, just start. And my brother goes ‘Did he say Nuremberg, Germany?’ And I go ‘Yeah.’ And we just sat there for the longest time, just, ‘Hello, Dave. Hello, Dave.’ I’m like, and I was just like, wow, there’s somebody, I’m in the middle of Mogadore, Ohio – everyone together, ‘Where?’

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28:09

Creating a Connection with Sonic Branding: A...

Audio Branding ·

2024/03/27

“I think sound has this ability. We talked about meaning, we talked about engagement, we talked about flexibility, versatility... but I feel like people are used to visual communication. They understand that there’s logo, animation and everything is like the sign, the bottom of the page, et cetera. I feel like you add this extra layer of surprise as well, that it’s quite interesting.” -- Valentin FleurThis episode is the second half of my conversation with marketing expert, sonic branding

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35:00

The Psychology of Sound in Branding and Behavior: A...

Audio Branding ·

2024/03/20

“I think, right now, I’ve noticed kind of two opposite trends. I don’t know if they’re opposite, but they’re very, very different. On one hand, I feel like my clients, my clients, they want to talk to their audiences for a longer period of time. They want to engage in a more conversational way. So, you know, they want to find the proper tone. We’re talking about a vocal identity. We’re talking about, they want to explain what they stand for. They want to detail their offers.” -- Valentin FleurThis

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32:48

The Art of Audio Branding: A Conversation with...

Audio Branding ·

2024/03/13

“Why not brand the sound so people know that they’re with a certain bank? Why not make it a little bit more ‘here’s your money’, which is a little bit more successful sounding, versus ‘don’t forget your card,’ which could be a little bit more alarming sounding. But you don’t want a bank to sound like a perfect human being. You don’t want an ATM to sound like a perfect human being saying ‘Hey, Jodi, you forgot your ATM card,’ you know.” -- Laurence MinskyThis episode’s the second half of my

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29:37

Let's Explore the Power of Sound: A Conversation with...

Audio Branding ·

2024/03/06

“I was just looking at a LinkedIn post. And they’re talking about branding and strategy, and everything in there was visual. There was nothing about sound, nothing about texture, nothing about taste. And it all goes together in the brand and brand perception. But sound is so strong compared to sight. It directs. It helps direct sight. It helps interpret what you’re seeing.” -- Laurence MinskyThis week’s guest is a professor of advertising and social media marketing at Columbia College Chicago. His

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29:57

How to Amplify Your Brand's Impact: A Conversation...

Audio Branding ·

2024/02/28

“Because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world because everything’s so fragmented. Um, people are not just sitting down at the TV at a certain time or listening to the radio together. You know, it’s a much more solo experience than it was when we were growing up. And I think lots of people aren’t seeing the same stuff or hearing the same stuff. And so therefore it’s very difficult for brands to make an impact.” -- Josh

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30:10

From Music to Marketing: A Conversation with Josh...

Audio Branding ·

2024/02/21

“Usually the thing I love about sound is how it answers the question within a very short period of time. You don’t have to listen for very long, right? If you hear a message twice, you go, ‘Oh, that must be their message.’ Turned up in two ads, you know, like it becomes a current. I mean, to me, it’s obvious pretty quickly.” -- Josh ButtThis episode’s guest is the Chief Production Officer of Ampel and an award-winning content creator of podcasts, TV, audio ads, and video content with over 25 years

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19:42

The Magic of Podcasting: A Conversation with Bruce...

Audio Branding ·

2024/02/14

“I see in your videos and I hear your, a lot of your episodes and I could tell right away, Jodi, you do have fun. You laugh, you’re laughing right now, you’re smiling. I mean, you’re obviously having fun. And I obviously don’t want to be on a podcast with somebody that has a very straight face and has a monotone voice and is not laughing. I think it depends on what the topic is. Oh yeah, definitely.” -- Bruce ChamoffHave you considered starting a podcast but are unsure of what direction to take

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25:21

Converting Passion into Profit: A Conversation with...

Audio Branding ·

2024/02/07

“You wanna know the hobbies, they’re part of the psychographics. That’s the lifestyle. And I say this all the time: you’re not going to make any money if you’re a football podcast and you’re marketing yourself to baseball fans. And I say this. You’ve I got people coming to me saying, you know, ‘I have a sports podcast, but I’m not making any money. Why am I not?’ Well, what sports are you talking about?” -- Bruce ChamoffThis episode’s guest is a web developer, musician, marketing visionary, and the

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33:34

Audio Design and Game Development: A Conversation...

Audio Branding ·

2024/01/31

“But you don’t know how that user is going to do it. Are they going to somersault through the entire level? Are they going to climb up a wall and jump down? And are they going to just sit in a corner for a while and then walk three steps and then sit in a corner for a while? You don’t know if somebody is going to, how somebody is going to play. And that’s the beauty. And that’s the draw of video games and the interactivity of it.” -- Chris HegstromThis episode’s the second half of my conversation

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40:04

From Cinema to Video Games: A Conversation with Chris...

Audio Branding ·

2024/01/24

“I didn’t realize it at the time, but that was my first introduction into user experience, right? Like a UX or user experience. It’s exactly that. It’s like I could put a microphone out in a storm and then all I get is like, you know, wind distortion and then the gain dipping every time there’s a thunderclap or something, you know, and it just sounds completely, you know, just different levels of noise and it’s not exciting. It’s not interesting at all.” -- Chris HegstromThis episode’s guest has had

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