Even though our perception of the words “advertisement” typically manifests as a visual form, what we see is only half of the overall impact. The invisible, plays a significant role in creating an emotional launch pad that we call audio. Last week YouTube revealed its Cannes to Cannes Top 10 Leaderboard, consisting of the platform’s most watched ads from April 2017 to April 2018. While featuring a relatively small group of entries, the list provides an assortment of different musical tactics to conveying each featured companies’ brand message. Here are 8 powerful examples of how music can influence the impact […] Read more »

 Audio branding often deals with turning abstract concepts like company values, brand attributes, and aspirations into sounds. However, there are occasions when concrete cues, such as visual brand features, provide the building blocks. In fact, our brief with Outotec put us in front of an intriguing and unique challenge: How can the colors of the Earth be turned into music? The Brief Our objective was to create a brand theme with an integrated audio logo that represents Outotec’s unique brand identity, while highlighting their earth-consciousness, and technological leadership. Furthermore, the theme needed to work across various touchpoints. Outotec provides leading […] Read more »

This year we have collected the best audio branding and audio marketing articles each month. 2018 is the year of audio branding, which can be seen in the sheer amount of articles about the topic. We found great articles on why audio branding is important now, what are the benefits and how to get started. Pandora for brands said that: “there has never been a better time to be a marketer who invests in audio.” We could not agree more. Wired for sound: Why brands need to shift the emphasis to audio experience In her current role as owner of the branding consultancy […] Read more »

We studied the genre, instrumentation and mood of each competitor in this years Eurovision song contest finals. Our infographics compare them to the TOP 3 countries (Israel, Cyprus and Austria) to bring a summary of the key musical attributes that led to success in this year’s competition. Sound type & key 42% of the music in the finals incorporated a mixture of acoustic and electronic music, while 31% sticked only to acoustic and 26% to electronic sounds. Electronic music elements are essential for the some of the music genres but acoustic elements are great for warming up the song and […] Read more »

For businesses, audio presents a perfect tool for introducing a breath of fresh air into officious and, let’s face it, boring publications and events such as annual reports and meetings. What if each year companies were able to attract a significant amount of new shareholders by presenting their annual results in an entertaining, easy to access and modern format? The spectacle begins with a distant Brian Eno -style ambient track building up in the background, while the CEO describes the inspiring work their staff have done over the year and how their company culture links to their reason for existence […] Read more »

Welcome to the game of podcasting. This constantly growing medium provides the playing field for modern thought leadership. The ability of podcasts to authoritatively deliver information lies mostly in the quality of the production. If it sounds great, people are more likely to believe it. The priority, then, is avoiding the small but significant audio pitfalls that all recording journeys contain. There is a shortcut to your destination of quality podcasting that bypasses a stop at a professional recording studio. By paying attention to the surroundings, equipment and the final editing you can ensure a smooth transmission of information, even if […] Read more »

Brands have their own voice in the current audio first world. These days, when a need for an audio identity is a reality, marketers have to consider its implementation and how the game of consumer trends is unfolding. Interestingly, along with the latest advancements in technology, some classic mediums such as online radio and, specifically, podcasts have returned to the game stronger than ever, thanks to digital audio streaming. Take a look at the potential that audio has to offer to enhance your brand’s impact today. Why podcasting is the next marketing frontier Producing a podcast can gain some serious advantages […] Read more »

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 »

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 »

Top Audio Branding and Audio Marketing articles, March 2018 2018 is the year brands start taking their sound seriously. Audio branding cannot be neglected anymore by marketers and the investment in it has been shown to be worth it. Voice assistant strategies and AI open new doors for audio marketing while the music industry is seeing new highs for the first time in a decade. What are we hearing now? It’s time for brands to capitalize on voice marketing opportunities on AI assistants With the rapid adoption of the digital assistant’s technologies, brands need to capitalize on voice marketing. 2018 […] Read more »