Sound in Marketing

Sound in Marketing

There is a whole world of opportunity in marketing that has not yet been fully realized; sound. I break it down and show how sound design and a sonic identity is accessible for companies and brands that are both big and small.

Episodes

January 17, 2023 11 min

We naturally listen to sound in 3D. Why are we not taking this into consideration within our advertising and content creation?

This episode was a reboot from a previous article I wrote in 2022; How Does 3D Audio Better Communicate and Engage With A Brand Audience.

Special thanks to Tanvi Phadke and the team at Studio Resonate for your hard work in developing better and better 3D audio ad experiences. For more info on creating 3D in...

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COVID has and is doing a number on us. Emotional connection and understanding is what we’re craving. Now is not the time to sell. Now is the time to relate and learn and grow. How can we do that through sound in marketing?

This episode was a re-boot from an article with the same name that I wrote back in 2021.

Thanks to Pixabay Sound Effects, Old Radio World, and NPR for some great clips. The musical examples listed in order of app...

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What’s the difference between a jingle and a sonic logo anyway? Is one better than the other? We’ll dig into that in this episode of the Sound In Marketing Podcast.

This episode was a re-boot from an article I wrote back in 2019.

Thank you to Audio Hero for all those fun filler sound effects. To Meow Mix, Kit Kat, Volkswagen, Tostitos, and Pringles for some excellent examples and to Lucas/McFaul agency, Michael Levine, Trio, Made M...

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What does a black t-shirt sound like? Or should it sound like anything at all? This episode brought up so many interesting questions with no right or wrong answers. 

This episode was a re-boot from an article with the same name that I wrote back in 2020.

Thanks to Charles Balderston and Jerremy Laesser for their great conversation and thought provoking insights. Thank you also to Free Clip sounds for the sprinkling of flavor here a...

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December 13, 2022 8 min

What if we could better monitor our emotional intake by better analyzing what "sad music" really sounds like to an individual? What if music could help save us from depression? 

This episode was a re-boot from an article with the same name that I wrote back in 2021.

Thanks to Artlist’s library of killer musicians for Beach Day by Max Hixon (my summertime example) and Catnip Addict by Bunker Buster (my lowkey summertime exam...

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We dig deep into cross cultural exploitation and global pride. Music is a uniter in bad times as well as good. Join us as we explore some extremely powerful examples from America to the Ukraine. Thank you again to my guest Sgt. Major Denver Dill from Westpoint Academy.

To listen/watch the examples listed in this episode, here are some links:

Andriy Khlyvnyuk, lead singer of the Ukrainian band Boombox ended his World Tour early to f...

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What happens when you mix sound and national identity? I learned some fascinating info when I spoke with Sgt. Major Denver Dill from Westpoint Academy about music and military.

For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproductions.com

For more on the latest in sound marketing these days, go to www.soundinmarketing.com where you can take courses and read arti...

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September 6, 2022 20 min

Cheez It gets a sonic makeover in this fun project with Pandora. Steve Keller tells me all about their partnership with Kellogg on this very unique study of changing the molecularly structure of microorganisms. 

Here’s some great reference links in regards to our Aged By Audio conversation:

https://spoonuniversity.com/lifestyle/cheez-it-pandora-aged-by-audio

https://www.sxmmedia.com/insights/why-emotionally-driven-audio-works

https...

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Ever wondered what happens when you play hip hop to cheese for 6 and a half months? Join the conversation with me and Steve Keller of Pandora as we discuss his latest project with Cheez It.

Here’s some great reference links in regards to our Aged By Audio conversation:

https://spoonuniversity.com/lifestyle/cheez-it-pandora-aged-by-audio

https://www.sxmmedia.com/insights/why-emotionally-driven-audio-works

https://shop.cheezit.com/

h...

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Brand Voice is no longer just about the copy. It can be a sound. It can be music. In Home Depot’s case, it’s the Orange Theme. Listen into my conversation with Lisa Destafano VP of Brand Marketing and Creative as we discuss “the sound of doing”.

For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproductions.com

For more on the latest in sound marketing these days, go...

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Did you know The Home Depot has a song? And they’ve been using that song since 2013? Come learn more as I speak with Lisa Destefano VP of Brand Marketing and Creative about how Home Depot uses all the senses to connect with their customers.

For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproductions.com

For more on the latest in sound marketing these days, go to w...

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August 9, 2022 20 min

Tom Amico and Eric David only had “ears” for Gilbert Gottfried when they were choosing a spokes voice for the iconic Aflac duck. Take a listen to this fun episode with great commercial examples sprinkled throughout. For more on Tom and Eric’s work, check out TomAndEric911.com.  For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproductions.com.  For more on the late...

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Humor is pretty popular with insurance commercials these days. But back in 2000, there was only the duck. This week, I spoke with Tom Amico and Eric David, the creators of the Aflac duck. Check back next week for the conclusion to our interview. For more on Tom and Eric’s work, check out TomAndEric911.com.  For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproducti...

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What do a cat and Big Rock Candy Mountain have to do with Chevy trucks? Listen in as I spoke with Jane Hussar, Chevrolet Silverado Advertising Manager. In this episode, we talk all about it with fun commercial examples sprinkled within. To see the Chevy’s latest trucks, click here.   For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproductions.com.  For more on th...

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Bringing in a cat to act like a dog was the new “hmm” that Chevy Silverado needed. Jane Hussar, Chevrolet Silverado Advertising Manager sat down with me and discussed how it all came about. Check out Walter in Winter, Walter At the Lake here. To see the latest trucks, check out the Silverado here.  For more on creating branded sound or for a sound strategist to help you navigate the sound space, go to www.dreamrproductions.com.  ...

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Even in the background, music can be used in subtle ways to invoke different stories. In the case of National Public Media (NPM), music is just one of the characters in their story. NPM is able to create subtle cues to the audience differentiating NPR programming from their sponsored ad experience. NPM’s use of custom music allows them the flexibility to set their message apart. For more on what NPM is doing check out www.nationa...

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Season Five of the Sound In Marketing Podcast kicks off with an interview about corporate sponsorship advertising. My guests were Sara Barbour and Shannon Boerner of NPM. Sponsorship advertising needs to resonate with the audience that is listening. In the case of National Public Media (NPM), that audience is NPR listeners. NPM goes to great lengths to create content that not only resonates but tells a clear story with a journalis...

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December 14, 2021 12 min

We made it to episode 100!! I wanted to write this one in the form of a “What I did on my summer vacation” paper so here goes. WHAT I HAVE LEARNED SO FAR. I go over the path that the Sound In Marketing podcast has taken through sensory marketing, brand equity, immersive customer experiences, ethical and fair use in audio, diversity and lack thereof, and social audio. We end with predictions and hopes for 2022 and beyond.

Thank you ...

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What Is Audio Content for Conversational AI (Part Two) with Ron Jaworski of Trinity Audio

We talked about keeping the engagement going within audio content, customizing ad spends to appropriate content, innovation, and where we were just 15 years ago.

To learn more about sound in marketing, check out some cool resources, take some awesome courses, and join a cool community, go to www.soundinmarketing.com.  If you’re a brand that ne...

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What Is Audio Content for Conversational AI (Part One) with Ron Jaworski of Trinity Audio.

We talked about the innovation of this new audio era, using cross modal strategy to retain information best, podcast advertising, other new outlets of advertising within an audio experience. We are looking for content with no extra time available. As Ron puts it, “Audio stands for new time in the day.”

As referenced in the episode, here’s the...

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