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Audio Branding to the Rescue for Cause Marketing

This article was originally published in Brandingmag on October 3rd, 2019. A recent study from DoSomething Strategic states that brands are missing the mark on how to get cause marketing right for young people. Only 12% of the survey respondents had top-of-mind associations between brands they were familiar with and a social cause. One of the main conclusions of the research was that in order to show they are trustworthy, on-point, and committed to a cause, brands must extend their good work beyond single campaigns. In the eyes of the youth, marketing for a cause stands for a holistic commitment and a […] Read more »

What Are We Hearing Now? October 2019

Audio on marketers’ lips at Advertising Week New York This advice comes from Mastercard’s Chief Marketing & Communications Officer Raja Rajamannar. Ever since launching its new audio brand earlier this year, the company has been a major force in shifting the marketing world’s attention toward sound. Rajamannar was interviewed during last month’s Advertising Week about their branding philosophy and next moves on the realm of multisensory marketing. What does it mean? Mastercard’s embarkment into the audio branding journey foreshadows an arms race of sonic assets and identities in other industries too. To remain competitive and relevant, brands need to create […] Read more »

3 Steps for Creating a Successful Branded Podcast

This article was originally published in Adweek. Podcasts have taken the pole position for the new wave of digital advertising. Their consumption has been on a steady upward trend, which is expected to continue as more audio-first platforms, devices and gadgets appear in our homes and shape the ways we consume sound. What’s more, a Nielsen study commissioned by Midroll reported that podcast advertising delivers 4.4 times better brand recall than other digital mediums even against visually striking display adverts and videos. All odds are suggesting that the year 2019 will be a record-breaking year for podcasts, both in consumption and return on investment. Whether […] Read more »

What Are We Hearing Now? June 2019

“Sound can express the brand belief and values in an emotionally direct way. Sound speaks to our deepest emotional instincts and bypasses our rational brain.” These wise words are from Thomas Marzano, global head of brand experience at Philips who was interviewed in a recent Forbes article about how big companies are engaging in audio branding. Philips is yet another world-renown enterprise to join the likes of Mastercard, who have recently embarked on a quest to investigate the sonic side of their brand personas. What else have these household names figured out about audio branding that makes it worth all the investments? […] Read more »

What are we hearing now? May 2019

As we marketers know, the competition for people’s attention is a tough game. We at Audiodraft believe in the power of audio in this. It has the capability to enhance brand recognition and recall quite brilliantly. Over the past year, we have collected the most insightful audio branding and audio marketing articles to our monthly ‘What are we hearing now?’ blog post series. Here is our May 2019 selection: In an Audio-First World, Can Your Audio Identity Come Second? (adageindia.in) As music streaming, podcasts, audiobooks, smart speakers, connected cars and voice assistants have caught the public’s attention, the amount of audio-friendly […] Read more »

What are we hearing now? April 2019

Top 5 Audio Branding and Audio Marketing articles, April 2019 Many things are happening around music and voice right now. The interest in audio branding and audio marketing is surging and will keep escalating as the year goes by. The recent number of media attention on the subject has grown exponentially and we have gathered the most interesting ones for you to read in this month’s ‘What are we hearing now?’ edition. Want To Break Through The Noise? Songsmith Your Brand  (entrepreneur.com) We have been talking about “voice-first” era and screen free world for a while now. With the recent innovations […] Read more »

5 Predictions For The Future Of Audio Marketing

This article originally ran on CMO.com. In 2018, many companies started to explore the business potential of sound through audio branding. An increasing number of brands ventured into new territories, including podcasting, playlist curation, artist collaborations, and even hosting their own music festivals. But this is only the beginning. Based on hundreds of articles, customer cases, and industry trend reports, I am making the following predictions about the future role of sound in marketing with the hope that they will inspire your brand to use custom audio to empower your brand performance. 1. More Branded Audio Content Will Be Needed “Sound […] Read more »

What are we hearing now? Voice-overs

Voice-over plays an integral role in your productions and voice-first mediums are becoming more and more fruitful grounds for us advertisers. So we thought this month would be a good time to check the selection of last month best articles about voice. An Essential Guide To Choosing Video Voice Over (Animatedvideo.com) Choosing the right voice might feel like walking on a minefield. This article gives a great basic understanding of what to take into consideration when choosing a voice over for your production. Why Doesn’t Your Ad Have A Female Voiceover? It Should. (Mediavillage.com) Female voice-overs for the win. Several […] Read more »

Analyzing the Sounds of Super Bowl Spots and Which Brands Won on the Audio Front

This article was originally published in Adweek. The Super Bowl is one of the very few times in the calendar year when marketers are guaranteed to have consumers’ attention. Not many other events gather hundreds of millions of viewers in front of their TVs, eager to watch not only the game itself but the big ads, which have come to gather an almost cult-like following. To make the most of their spot in the Big Game, each of these ads have been visually perfected to the last pixel. But how many have given similar thought to the other side of […] Read more »

What are we hearing now? January

It’s again time for our monthly selection of top audio branding and marketing articles of the month. For January’s ‘What are we hearing now’ we picked a few top articles from last year that are more than relevant in 2019 and three fresh prediction posts that will guide you during the coming year. 3+3 = 2018, The Year of Audio Branding (Audiodraft.com) We started the year by predicting the role of audio branding to grow in brand marketing. Indeed, it looks like voice search and digital assistants really are here stay, and their sales are very likely to continue growing this […] Read more »