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How to audio brand your podcast

It’s no secret that podcasts are becoming a worthy adversary in the competition of today’s hottest marketing platforms. Podcasts represent a modern way of advertising as they allow brands to connect with their audience through a more relatable format. In fact, the average podcast consumer is an educated individual who expects compelling stories and conversations from behind the curtain. The challenge of podcasting, from a branding point of view, is communicating these stories through a single sensory stimulus, audio. So how can brands make the most out of it? The timeframe for delivering a brand message in podcasts is rather […] Read more »

Benefits of branded voice overs

You have probably heard the voice of the trailer guy, the late Don LaFontaine. Even after his passing ten years ago, his voice remains arguably one of the most recognizable in the movie industry. In fact, whenever imagining or parodying movie trailers, his voice echoes the loudest in our minds. (Tip: this is the point to start reading this article with Mr. LaFontaine’s voice). How did it happen that one man’s voice became an epitome for such a massive concept as movie trailers? To explain here are some observations about his unique voice and career. He had a distinctive, almost […] Read more »

Hearing will soon be the new seeing in Sweden

The visual brand space is becoming increasingly crowded at the moment. Consumers are currently exposed to thousands of visual advertisements daily. As a result, brands are having a tougher time at transmitting their stories and experiences to their already overloaded audiences. As online streaming has gone mainstream, audio consumption has skyrocketed along with it. People now spend over 30 hours per week listening to music and podcasts are on the rise as well, judging by the trend in the United States. Furthermore, audio is now being consumed not only by listening, but speaking as voice search and digital assistants are […] Read more »

3+3 = 2018, The Year of Audio Branding

We experience the world around us with multiple senses. The brand experience is no exception. We have relied heavily on visual branding, even though sight is trumped by hearing and scent on many levels. In 2018 we are moving on from a “visual only” approach and towards an “audio first” reality in marketing and brand development. Here are 6 insights setting the mark for The Year of Audio Branding. Where are we right now? 1. Crowded visual space Brands are all about experiences and stories. These have been widely distributed through marketing and branded content in the visual space. The […] Read more »

Bridging The Gap Between Visual Brand and Audio Brand

Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] Read more »

Authenticity – the now of music marketing

In the last blog post we looked at the historical development of music marketing. Now, it’s time for an analysis about where the industry is heading at the moment.  Until the early 21st century it was common to simply either pay a successful artist to sing about a certain big brand or product (like Michael Jakson, it’s good, it’s good, drink Pepsi!), make a catchy ear worm with a slogan (this is still done nowadays but not so much as a part of modern branding) or bluntly show famous people using the marketed product (usually in very corny ways). Nowadays music marketing is becoming increasingly subtle. In […] Read more »

A Brief History of Audio Marketing

Originating from a German word meaning “to burn”–recalling the practice of producers burning their mark onto their products–a brand, especially a visual logo, became an essential part of company identities in the early 20th century. Musical advertising goes back at least to 1926. The cereal brand ‘Wheaties’ created a short tune to be played on the radio during Christmas. Sales increased substantially as this marketing tool proved to be extremely effective. Companies understood the value of music, and especially its power to communicate an emotional and lasting message which people can recall long after they have actually heard it. After […] Read more »