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 a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/jodikrangle and we'll talk.This podcast uses...
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AI in Business and Creativity: A Conversation with David Gielan
<p>“The reason why brands and companies should be thinking about audio is because all of their consumers are, whether they know it or not. I mean, to your point about people knowing when something doesn’t feel right but not necessarily knowing why, a lot of times it’s audio. Especially now too, with so much AI slop and the level of inauthenticity that is being broadcasted, a really great song jingle, like a really well-crafted sound design for movements in things like action, sports, or what have you, that can bring in the viewer or the listener into a worl...
Audio Branding and Sound Design: A Conversation with David Gielan
<p>“To your point, like it can make or break campaigns, can make or break TV and film. I mean, you know, there’s mumblegate that’s happening, like with all the streamers where I can’t understand half the things that are being spoken... And in the interview, he was like, ‘Well, it’s just not important to me.’ I’m like, what?” – David Gielan</p><p>This week’s guest is a six-time founder and creative strategist who knows the power of sound in shaping stories that stick. As founder of Dominant Creative, a global agency and production company, he helps bran...
How Audio Branding Transforms Marketing: A Conversation with David Courtier-Dutton – Part 2
<p>“Live is always going to be great. Human connection is the only thing that will differentiate AI from people and from artists. And that is, I think, going to be the key lever that artists have left. So in the same way as you might go and buy a handmade coffee cup for $20 from an artisan stall when you can buy one for a dollar in Walmart, music will still hold great value.” – David Courtier-Dutton</p><p>This episode is the second half of my conversation with the founder and CEO of SoundOut, David Courtier-Dutton, as we discuss the catch...
From Corporate Law to Sonic Branding: A Conversation with David Courtier-Dutton – Part 1
<p>“When you hand it to the composer in sonic branding, at that point, it becomes an art, because the job of the composer, of course, is to translate those desired emotions into music. And it’s not [the] music that the composer feels, it is what it makes the audience feel when they hear it, and that is almost pure art. We have done some science around it, and we know what might help in terms of instrumentation and timbre and pitch and all that sort of stuff, but, at the bottom line, the sonic logo is only going to b...
Sound Through the Ages: From Singing Seashells to Ringing Rocks
<p>One topic that comes up quite often on Audio Branding is audio technology, and how far it’s come over just the last few years. Whether it’s choosing the right sound equipment, deciding if you should record with noise cancellation turned on (and just for the record, you shouldn’t), or taking advantage of advanced recording options like 3-D audio and Dolby Atmos, there’s a lot to consider when it comes to sound. But you might be surprised to learn that the science of sound optimization is a lot older than surround sound, or stereo recordings, or even aud...
The Role of Simplicity in Sonic Branding: A Conversation with Connor Moore – Part 2
<p>“I give them a lot of credit because they use that so frequently, and that’s why they have so much success. I mean, it is an iconic melody in and of itself, but it’s that repetition and that usage, you know, whereas I feel like a lot of sound logo projects that come in, we’ll get to the finish line and they’ll be excited to use it, and then a month or two later, they’ll be like, ‘We’re not seeing quite the results that we’d hoped.’ It’s like, A, you’re not going to see it afte...
How Sound Design Revolutionizes Branding: A Conversation with Connor Moore – Part 1
<p>“Too much sound complicates things, it confuses things, and it causes annoyance and fatigue, too much brain power needed. Too much cognitive load, and it’s a known fact. So oftentimes companies will come to me and say, ‘Hey, we have, you know, sixty sounds we want to create.’ And I go, ‘Okay, cool. Let’s take a look at the list. Let me understand your product a little better and let’s try to find ways to strip it back.’ Because, you know, that can be very overwhelming for users.” – Connor Moore</p><p>This episode’s guest is a leading expert in...
Making Your Mark in the Music Industry: A Conversation with Jesse Flores – Part 2
<p>“I think, you know, what I mentioned before would really apply, and that’s sit down and really come up with a plan over the next twelve months. What do I want to do? Do I want to release a single every month or maybe it’s a couple of singles leading up to an EP and then actually execute that. And, you know, at the same time, be consistent. You don’t want to be an artist that puts out a few tracks and then, you know, goes away for about four years and tries to come back and do i...
The Psychology of Sound in Marketing: A Conversation with Jesse Flores – Part 1
<p>“What can we do to make that number a thousand? That’s the kind of stuff we really focus on. We have tools and analytics within our dashboard to kind of help guide you with that and provide insight onto what strategies are needed to get to that place. But also, I think what makes a lot of sense is to have the right team around you for independent artists. You’ve got to have a really good manager, obviously a great distributor, a good entertainment lawyer, a good publicist, and a good online marketing and social media strategist. If you...
Standing Out in the Age of AI Music: A Conversation with Jastin Artis – Part 2
<p>“In this age of AI and, you knew I was going to go here at some point, so how can an artist differentiate themselves now that AI can basically create music with the push of a button? Like, it’s hard. It was hard before, and now we have this to worry about. I think you touched on it maybe indirectly earlier in the connection, the spirit of creating and being a human. I think it is the dopest superpower that we have, and I do believe that everyone has it. It’s just, you know, what level it’s in, bu...
