Posts Tagged ‘audio branding tactics’

thinking250px 4 Critical Decisions Audio Branding Forces you to Make About Your BrandAs we move futher into the digital world one thing has become appearant, marketers need to implement a multi-sensory expereince for their customers. That said, once you’ve made the decision to create sensory delight for you audience you’ll want to think about how to communicate with your clients through the different senses.

Audio branding is a process that gets marketers to think about how their brand sounds to the world. In doing this, it also forces marketers to make critical decisions about their brand, both sonically and with the other four senses.

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A while back I posted an article on what an audio mnemonic is (or as some might call it, an audio logo). Today I wanted to share with you a great example from a recent Coca-Cola spot that effectively uses their sonic logo melody throughout the ad.

Coke has always, for as long as I’ve known, been involved in creating a brand around music. One of the key features and most recognizable parts of any audio identity is the audio logo. Before you read on, have a listen to Coke’s audio logo first.

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bear250 Why Congruency is Important When Creating an Audio BrandYou might already be spending lots of time and money on creating the right visual identity – which is good – but the truth of the matter is that we now live in a world where a multi-sensory experience is expected. What’s more is that some of the senses you’ve been neglecting are processed quicker and have direct connections to your emotional core.

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Money250px Are Jingles Worth the Money?Last week Tristan Clopet wrote an excellent piece about audio branding on the Ad Age blog. The main question in the article was whether jingles or music licensing, aka borrowing a pre-written pop song, was better for a brand.

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Of course I’m a little biased when I say this, anytime is a good time to start thinking strategically about how your brand sounds. In all seriousness, there are times in the life of a business that make more sense to implement an audio branding strategy. In this post, I want to highlight the best times to figure out how your business sounds.

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One of the key components of creating a strong audio brand is flexibility. By creating an audio brand that is flexible will allow you to build your brand’s identity on a global scale and create a loyal customer in the process.

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question2 Questions Every Marketer Should Ask Their Music ProviderA couple of weeks ago I posted an article on one of the biggest audio branding pitfalls. This week I want share a few questions you should ask your music provider in order to get the best music for your brand.

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We like the buildup in this spot created for Acura. The music gets ever more tense just before we see the car for the first time at which point you can hear a pin drop. Advertisers take notice of the use of silence in this ad. It really grabs the viewer at a key moment in the spot.

We also like the audio logo as it fits the mystery that’s seems to be a part of this spot.

Enjoy the weekend!

Over the next few months we’ll be discussing some of the terms and definitions that go into creating an audio brand. Our hope is that you’ll become a little more educated about audio branding and at the same time we hope to dispel any myths that may be lurking around.

For the first part in the series lets talk about a word that gets thrown around quit frequently, mnemonic.

A mnemonic is tough to pronounced (neh-mah-nick) and even harder to spell. The job of a mnemonic device is to assist in memorizing something. Most of these devices are auditory in nature like acronyms and catchy phrases, however, visual and kinesthetic mnemonics are possible. In some cases like your email chime these devices can train you like a dog.

In audio branding we tend to use audio logos as a mnemonic device. They are short, snappy and typically tied to a visual logo. The other advantage to using an audio logos is that they can be used throughout the brand such as on an on-hold system.

Mnemonic devices are a useful trick in the advertiser’s bag. Give it a try next time you need to remember something.

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