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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

29:26

Sound, Storytelling, and Content Creation with Wil...

Audio Branding ·

2025/12/17

“I will say, as someone who has auditioned hundreds and hundreds, if not over a thousand, voiceover artists and listened to very talented people doing the same take over and over again, the recording quality, the sound quality, absolutely matters. And it's an immediate… There are so many people for me where it's an immediate ‘no,’ because the moment I hear the sound quality and it's not totally up to a pro level, I assume tons of things about that.” – Wil SeabrookThis episode’s guest is a former

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22:45

From Portugal with Love: Talking Sound and Story with...

Audio Branding ·

2025/12/10

“I think sound is important because I believe it's the first sense that we develop even before we're born. And it's a way of knowing things, knowing the world. Even if you have your eyes shut, you can feel the place. You can feel if it's a big space, if it's an open space, a closed space. So I think it's our most basic feeling instinct that we have, and I remember, before my daughter was born, I would sing for her and her mom’s belly, would move. She would react to sound even before she was born

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33:33

Blending Human Ingenuity and AI in Sonic Branding: A...

Audio Branding ·

2025/12/03

“And if you have fun with it, that's going to come across and, I think that's the missing piece. That's where I would start. If I was going to really trust an agency or musicians to create something for me, it was, like, how do we have a conversation or multiple conversations to get us to the most fun way of executing this? Because if you're having fun, you're going to come up with something unique. If you're not having fun, you're just going to try and get it out the way as quick as possible,

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29:09

Crafting Authentic Sounds for Brands: A Conversation...

Audio Branding ·

2025/11/26

“You know it's the way that news passed between villages before there were any written word, you know, for anything to get around. I think we all know that it's incredibly integral to, initially, to survival, let alone to emotion. You know, if you could wrap important news in memorable melodies, then people were going to be less likely to die back in the day. So, I think there's a part of that within all of us. So yeah, I think you can speak very little of the same language but still be connected

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27:53

AI and the Future of Music: A Conversation with Drew...

Audio Branding ·

2025/11/19

“I have a friend who’s a library film composer and produces podcasts, and I was talking to him, I was giving him the kind of same thesis I talked about today. And he’s like, ‘yeah, I get it. But like, I’m the one who’s going to lose the job.’ Cause what he, this very specific, specified job he has [is] of composing kind of anonymous music for podcasts. And he’s successful, he wrote the theme of Serial, and he’s done a lot of big podcasts in New York Times and NPR and, uh, and he’s like, that’s

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31:14

From Walkman to AI: A Conversation with Drew Thurlow

Audio Branding ·

2025/11/12

“And we got a new Beatles song. I can’t believe we’re talking about the Beatles…. But John Lennon recorded a really corrupted vocal before he tragically died, and it was just kind of there because of some stem separation tech that is only possible because of machine learning. They were able to clean up the vocals, fully on board with the John Lennon estate and the remaining Beatles members, and there’s a few others, but this is interesting. It’s just, it’s a new way of engaging with audio that

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25:40

Why Quality Audio Matters in Content Creation with...

Audio Branding ·

2025/11/05

“If you’re watching any video on how to get started on content for your business, for public speaking, anything like that, the microphone is always the number one thing, they say. And that should be a cue. It’s not the phone and it’s not a video camera. They say use your phone to get started, but buy a better mic and there’s a reason that this matters so much to people.” – Nikolaj KlochThis episode is the second half of my conversation with founder of Thrivr Productions Nikolaj Kloch as we discuss

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18:50

How Precision Audio Shapes Marketing: Nikolaj Kloch...

Audio Branding ·

2025/10/29

“If you don’t make the video with audio in mind first, that’s the difference between, you know, a 14% click-through rate versus, you know, a 2% click-through rate. And a lot of people don’t tie those two together, that it matters. It’s something that people should be focusing on with a lot of time and energy.” – Nikolaj KlochThis week’s guest is a videographer, content creator, and former aerospace engineer who helps speakers, entrepreneurs, and brands elevate their presence using impactful video

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30:42

Building Brand Loyalty with Sound: A Conversation...

Audio Branding ·

2025/10/22

“[What] a lot of sonic branding agencies aren’t aware of is that sonic branding can also be used as a tool to address a concern that the client might have. So, for example, a new competitor has come in and now they feel dated. Okay, let’s write a sonic branding that’s based around being modern. Okay, they’ve had a big knock on trust, like I mentioned before, with a data breach. This is a great opportunity to write a sonic branding that builds customer trust. So, it can be used as another mode along

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30:38

Why Music Matters in Marketing: A Conversation with...

Audio Branding ·

2025/10/15

“If you imagine a company has a ten million dollar marketing budget, right? And then you imagine they have a sonic logo on every single TikTok ad, Facebook ad, YouTube ad, all these new media where the majority of the traffic’s coming from now. If they can increase conversion rates marginally, they can have a huge difference to their bottom line. And it’s one of those things where, because sonic branding, once it’s done, once, and, well, yes, there might be a brand refresh where it’s changed in ten

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33:53

How Sound and AI Transform Marketing: A Conversation...

Audio Branding ·

2025/10/08

“And they had people that had either the escalator going up on the right-hand side or you could take the stairs, and each stair played a different key on the piano. More people took the stairs than they did the escalators because it was more fun. So, they did something they hadn't done before that was better for them. So, it all wraps up beautifully, and was such a fun campaign. And again, it didn't have to cost a lot of money. They didn't do many of those piano stairs. And it's that old thing, or

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30:26

How Sound Builds Brand Trust: A Conversation with...

Audio Branding ·

2025/10/01

“If you're going to be doing a commercial, for example, for BMW, where people are spending a lot of money on a Seven Series and it's a luxury car, but then you hear the TV ad or the radio ad or wherever you're listening, and that sound isn't recorded at the highest quality. Like, your logical mind might not pick it up, but if it sounds a little tinny or it's too much of an echo, you pick that up, and that really does build into the overall feeling of the brand in terms of quality. There was an

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28:51

Silence, Sound & Emotion – The Hidden Power of Audio:...

Audio Branding ·

2025/09/24

“The brief was ‘we want to sell some more train tickets to Germany, where you can go to Berlin for a techno party, you can go to Hamburg for the opera, have a famous opera in Hamburg, or you can go to Munich for the beer festival.’ And we made this audio journey with sound, and you definitely can hear, ah, now we’re in Berlin, it’s the opera, and now we go to Munich. So yeah, we can play with that. And the client just also loved the idea. It takes two to tango, as you say, the client also needs to

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28:39

How Sound Design Influences Marketing & Branding: A...

Audio Branding ·

2025/09/17

“If you can see that your product is selling better with better sounds, and it gets better reviews Actually, I saw a car review that scored the car better just because the sounds were better. He didn’t talk about how fast it could go, how fast it could brake or how many airbags, he talked about the user experience. A car today is a driving iPad on wheels. So, all these sounds here, I got so stressed from these beeps and boops, suddenly it was too close to the edge, or too close to that... sometimes

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36:01

Why Sound Matters in Modern Advertising: A...

Audio Branding ·

2025/09/10

“If it’s stock music, unless you’re paying, like, some libraries have exclusivity, but most of them don’t. So that’s what I always say to clients, like stock music. You might hear that Joe’s ice cream shop also has the same music that you have. And you’re Chrysler – I keep saying Chrysler, but whatever, a big brand. A good example of an audio branding that we did was the Rogers. That was huge, and when we first did that, it was for a very close friend of mine, Philippe Garneau, and Mark’s brother,

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36:35

Behind the Sound of Advertising: A Conversation with...

Audio Branding ·

2025/09/03

“We did one for Mercedes, which again was very unique and very simple. It was about this guy Raymond who had never tried ice cream before. And it was a great commercial, and it talked about Raymond never having ice cream, and he waited, and he would watch other people have ice cream, and then one day Raymond decided to have ice cream. And then all of a sudden it cuts to a Mercedes logo. And then the last ten seconds, it was for Mercedes, but it was so well done and so unique, and the score was very,

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31:46

The Soul of Sound: Why Film Still Needs Human...

Audio Branding ·

2025/08/27

“There’s a quote from a famously terrible person, Thomas Jefferson, who said – I don’t particularly like him or a lot of the things he did, but I do agree with this, I do agree with this specific quote. ‘I will study war and strategy so that my children may study science and maths, so that their children may study art and poetry.’ I’m sure I’m butchering the exact quote, but the sentiment is there. Why are we creating robots to do art for us? Why do we not yet have something that can fold my

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34:01

The Power of Sound Design in Film: A Conversation...

Audio Branding ·

2025/08/20

“If you have a screen that goes very bright white or if you have a screen that goes very dark, people can deal. Their eyes will adjust, or they’ll just accept that. But if you have bad sound, people will leave. They’ll turn off the movie. If they have to be adjusting the volume, if they have to adjust the volume of a video more than like two times, they’re very likely to leave. If the sound is just, like, bad audio and they can’t understand it, they won’t follow what’s going on. They’ll leave. So

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38:20

The Universal Language of Music: A Conversation with...

Audio Branding ·

2025/08/13

“And then his youngest daughter, who’s six years old, comes up, and she’s into gymnastics and she’s kind of cartwheeling around the room while everyone else is playing. And then, ‘All right, she’s going to play you a song.’ And she comes up, and she’s all full of beans, and then she sits down and she plays the most somber Debussy song. And it was, like, there was so much soul in what she played for a six-year-old. I’m like, ‘whoa!’ Like, the amount of depth in what she did was, like, whoa! ‘You are,

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42:26

The Power of Music: A Conversation with Stephen...

Audio Branding ·

2025/08/06

“Chick invited me to go to this jazz club in Soho called Ronnie Scott’s in London. And it was, like, two o’clock in the morning – I was like, ‘I don’t think it’s gonna be open.’ I did not know who I was dealing with. It’s Chick Corea. He just makes a call, it’s open, and they’d set out three pianos in a room facing each other. And we walked in this room, we sat down, and Chick could play a few notes. Herbie had joined in, I’d joined in, and we kind of each took it at turns in leading the thing. This

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