Branding with Your Eyes Closed

Season 2 of Ad Infinitum continues with Episode 3, “Branding With Your Eyes Closed,” defining and discussing the importance of sonic branding, and then ranking 4 recent top spenders through that lens.

And that’s why this episode's guest is Joel Beckerman - author of The Sonic Boom and Founder of Made Music Studio - a person who is practically synonymous with Sonic Branding whenever it comes up with anyone who is serious about the topic.

In this episode of Ad Infinitum, Stew and Joel discuss the importance of sonic branding in audio advertising. They analyze four recent top spenders in radio advertising and evaluate their sonic branding strategies. The conversation highlights the need for consistency, emotional connection, and clear messaging in sonic branding. They also emphasize the value of frequency and long-term commitment to sonic branding. The episode provides insights and examples for chief audio officers and marketers looking to enhance their audio advertising strategies.

Takeaways

• Consistency is key in sonic branding to create a recognizable and memorable sonic identity.
• Sonic branding should evoke an emotional connection with the brand and differentiate it from competitors.
• Clear messaging and information transfer are important in sonic branding to effectively communicate the brand's value proposition.
• Frequency and long-term commitment to sonic branding can lead to a significant lift in advertising effectiveness.
• Creating space for the sonic identity to be heard and designing the messaging around it are crucial for successful sonic branding.

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Ad Infinitum is Presented by Oxford Road and Produced by Caitlyn Spring & Ezra Fox, MFA, written & hosted by Stew Redwine, and sound designed by John Mattaliano, with audio production by Zach Hahn.