Currently browsing "Sonic branding"

It’s not about you | Getting customer focused… For real

Do not ask what sound, music and silence can do for you.
Ask what it can do for your customers.

How can sound, music and silence make their lives easier, more pleasurable, more interesting?
How can sound solve their problems?

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Note To Self: Back to basics

Is your brand sound track insight led or trend driven?

Thanks to Dave Armano for the original inspiration.

“Are your marketing initiatives insight led or trend driven?”

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Doing myself out of a job

I really like how Seth Godin prefaces the viewing of this video with the following statement.

Safe for work, audio is okay.

As our media and ad spend becomes more diversified it is important to consider the appropriateness of audio content in different environments.

For example, if your target audience spends most of their time accessing your on-line content/ads in the workplace, is it appropriate to have sound? And if so what is appropriate and how can the user protect him/herself from an embarrassing audio onslaught?

Where and when sound should be used is just as important to your sonic branding strategy as the type of sound you use, and of course determining this always starts with your audience.

Enjoy the silence.

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Sonic branding a lot more than music

Sonic branding is a lot more than an audio logo, or well thought out brand sound track.

It is the total impact of sound across all your assets and touchpoints.

Noel over at has posted a very insightful article on the impact of environmental sounds on your employees, customers and brand.

He also provided a great list of books on music psychology and related topics which I’ve placed on where you’ll also find a lot of other resources related to sonic branding.

You can also read more about how we approach environmental sounds and “bleed” here.

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Building brands with sound

Mark Cohen over at Ad-Supported Music Central points us to an article by Martin Pazzani.

…a growing number of marketers are beginning to see the benefits of using audio… They use music and sound as an integrated, planned, strategic communication tool rather than a lowly production afterthought.

…I have seen brand recognition and awareness, ad recall, Web visits and consumer information calls all increase by double digits by using the same carefully selected brand-based music in all TV and radio ads for a year. This level of consistency was not boring or creatively limiting, but rather, it followed the basic principals of branding that have long been used in the visual world: consistency and differentiation.

Read the whole article here

Well worth a read if you’re interested in the art and science of sonic branding and moving... read more

Macs get viruses

The great thing about this consumer driven “viral” is that the author, Mike Solomon makes it easy for others to contribute and get involved. Download the Garageband file here and the audio file here.

Product sounds are a very powerful and often overlooked branding tool. Read a great article about sound in industrial design here. This viral exploits their potential perfectly.

Nokia remix anyone?

ARVE Error: id and provider shortcodes attributes are mandatory for old shortcodes. It is recommended to switch to new shortcodes that need only url

via Core 77

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Great Work 1: Lakai Fully Flared Intro

Update: Unfortunately the Youtube video has been removed -“This video is no longer available due to a copyright claim by Lakai, Ltd.”.

But we found another feed on myspace: see below the line.

Just in case they pull this feed and create a digital marketing case study, the music in question can be found here on or type “M83 Lower Your Eyelids to Die With the Sun” into the search box at

You can also get it here on iTunes (Australian store)


This is great work. Why?

It redefines a category.

That’s what great (sonic) branding does. It doesn’t try to stand out by yelling at you louder than it’s competitors. It does so by daring to express it’s own unique voice in a unique... read more

Is It Black & White? "Using Music to Brand a Presidential Candidate"

Some observations about the use of music in the US presidential campaign.

Obama’s gone down the hip hop road and is encountering some problems.

Unlike any presidential election before, the power and influence of music — and hip-hop music in particular — may prove to play an interesting role in a presidential election. Whether you like it or not, the hip-hop culture could possibly create a sea change in perception in how we see the presidential candidate in a way that no stump speech can do.

Read the article on

Yes hip hop is perceived as edgy and young, and hip hop does appeal to some people.
The problem is that people and particularly young people get very suspicious when “old people” try to be cool and appropriate youth culture.

The second problem is that hip hop/rap... read more

It's only the beginning

Well it’s the end of an active year and the beginning of a great new one with many exciting developments, thoughts and ideas in the pipeline.

A big thank you for checking in to this humble blog, there’s more to come.

Also a shout out to our friends in the biz over seas especially Noel at Intentional Audio Identity and Brian at Rumblefish, Rona at Sound-Strategies and Julian at Sound Business for the link sharing, insights and enthusiasm.



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Who’s Watching Your Back?

I recently did a ring around to client side marketing managers, branding agencies and full service/integrated advertising agencies to find out how and why they use sound in their marketing communications.

All noted the well known fact that sound and music has an immediate and powerful impact on emotions and subsequently brand perception and consumer behaviour.
So I was very surprised to find that no-one, none, zip, zilch, zero dedicated any resources and time to monitoring the impact, continuity and implementation of sound and music across brand touch-points.

This translates to:

  1. Music on hold messages that for some inexplicable reason have disappeared with out anyone realising.
  2. A lack of continuity across touch points during a “campaign”. Eg: Television commercials, in-store and digital.
  3. The random and inconsistent use of musical styles and voice over artists which are the consequence of “creative decisions” being dictated by... read more

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