Season Eight Teaser

Here’s a sneak peek of season eight of the Sound In Marketing Podcast. Sonic Branding: Case Studies, Context, and Clarity. 

In the meantime, check out these past episodes that we’ll be circling back to very soon. 

Time to study up and buckle down. Season eight is gonna be fun!

The Sound of General Motors 

Part One https://pod.link/1467112373/episode/c1638e490fbe451c155f9be6e5f59e59 

Part Two https://pod.link/1467112373/episode/01f223acffb05c6e8e77c7caca599838 

POS; Retails Weakest Link

https://pod.link/1467112373/episode/cb17fdb7df82c01d3e055839409fa15a 

What Is Sonic Branding 

Part One https://pod.link/1467112373/episode/a94caa891a29c7fc899752c284434c1a 

Part Two https://pod.link/1467112373/episode/cb5a9f0a9dd9de40c9e0b72fc7459eea 

Are Jingles Better Than Sonic Logos

https://pod.link/1467112373/episode/802cc22f09bb7bce71f87818ae12e528 

Left Coast Airlines

https://pod.link/1467112373/episode/c2b571b3cf004e44febfe3cc702db5ac 

Sound In The Shopping Experience

https://pod.link/1467112373/episode/fbcde37d720263d845f8c43e742e1e6d 

The Home Depot Orange Song

Part One https://pod.link/1467112373/episode/816969fd36fbb1f9c25b94d00b576386 

Part Two https://pod.link/1467112373/episode/4d68a8f42d5d81d41b08b13b7320d1f3 

Also mentioned in this episode, Ad Infinitum’s season finale episode The State of Sonic Branding. https://pod.link/1712384143/episode/c2613c43f6094d8d6c9a3eabdc92aa49 

—

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For further inquiries, email Jeanna at mailto:[e-mail]  

The Sound In Marketing Podcast is produced by Dreamr Productions and hosted, written, and edited by Jeanna Isham. It is available on all the major podcast channels here https://pod.link/1467112373.

Let’s make this world of sound more intriguing, more unique, and more on brand.

https://www.linkedin.com/in/jeannaisham/  

https://twitter.com/Jeanna_Isham   

https://www.facebook.com/DreamrProductions/ 

https://www.youtube.com/@Dreamrproductions 

Episode Transcript

(00:05):
Welcometo the Sound In Marketing podcast.
This season's title is Sonic Branding:
Case Studies, Context, and Clarity.
I'm your host, Jeanna Isham, owner
and founder of Dreamr Productionsand Sound in Marketing Learning.
I create, consult and educate individualsand brands on the power of sound
in marketing.

(00:27):
I spent the holidays
thinking about how to format the upcomingseason, and here's where I landed.
The problem with making sound on purpose,as I call it,
is that everyone defines it differently.
How can we put sonic brandingand sound strategy into context?
Well, a unified definitionwould definitely help.
Now, as most of youknow, I'm not new to this subject.

(00:50):
Through exhaustive research,multiple consultations
with authorities on the subject,and a definition of my own.
I have landed on a pretty concisedefinition.
So here goes.(transition music)
Sonic branding
is the strategic and consistentuse of distinct and often custom sounds

(01:11):
that evoke emotion, enhance
recognition, reflect brand attributes,
reinforce brand values,
and shape the overall brand identity.
With this definition in mind,we can now bring context to the subject.
Jeanna,
How do you plan on presenting context?

(01:32):
So glad you asked.
I present to you season eightSonic Branding; Case studies,
context and clarity.(Sonic Bloom sound)
Here's a teaser. From the annoying (chip reader sound)
of store chip readers to the perfectlychosen music in that commercial.
You'll never forget.
A brand's sound strategy

(01:53):
dictates dollars spent and customers kept.
In season eight,
each episode of the Sound In MarketingPodcast starts with a what if brand case
study, focusing on one of the manyaudio touchpoints available to brands.
It concludes with a real lifeor fake if necessary corresponding
case study to bring even more lightand context to the narrative.

(02:18):
We'll explore how
sound shapescustomer behavior, attracts new audiences,
builds loyalty, and strengthensa brand's identity for generations.
In every stage of the sales funnel.
In the race for brand
attention, sound on purposemakes all the difference.
Sound done right
is a brand's best friend.

(02:40):
Sound done wrong(chip reader sound)
is a brand's worst nightmare.
That's a lot to take in.
It might be best to sit back, relaxwith a cup of Joe and process things.
My go to thinking mug has to bethe Make Sound On Purpose Mug.
Have you heard about it?
(background sound of busy area)

(03:03):
Sometimes sound is too much,
but the right sound(Sound In Marketing Theme Song playing)
can be
perfection.
That's when I turn to a warmbeverage in my go to mug.
The make Sound on Purposemug is that perfect reminder that
every strategically placed word mattersand every purposely positioned sound. (pouring and sipping sound)

(03:28):
Is perfection.
A big thank you to Sound In Marketing
Learning and Dreamr Productionsfor centering my day.
It's a nice reminder that taking the timeto make sound on purpose matters.
Get yours today!
Links can be found in the show notes.
Back to you, Jeanna. Thanks, Suze.
Season eight is just around the corner,but in the meantime,

(03:50):
there are over 100 episodes of the Sound In Marketing Podcast to catch up on.
Here are just a few to get you started.
They are also specifically relevantto the upcoming season, so go get it!
The sound of General Motors.(Transition Sound)
We want to make sure the soundwhich is pleasant, yet
alerting. It’s a very delicate balanceof meeting the legal requirements.

(04:15):
Versus making the customer happy.
That's where the whole challenge of sounddesign starts.
POS; Retail's Weakest Link.(Transition sound)
Our memoryof an experience is largely dependent
on what we're feeling at the extremeor peak moment of the experience,
and what we were feelingwhen the experience ended.
Our memoriesconsist of a series of highlights,

(04:38):
rather than a full and unimpeachablerecord of facts and events.
The end point of the shopping processis pretty clearly payment.
Bearing in mindthat this part of the process
is an emotionally distressingone for the vast majority of consumers.
It becomes pretty clearthat we haven't applied the lessons
of the peakend rule to the shopping process.

(04:59):
What Is Sonic Branding?(Transition Sound)
It’s without a doubtan exciting time to be learning about
how to use sound to attract attentionto alter consumer behavior.
To get someone to ask to buy.
These are things that we can do
just using our voices, our musicand our sound design expertise.
So the opportunity is much bigger than anyone of us can really point to right now.

(05:24):
Are Jingles Better Than Sonic Logos?(Transition Sound)
While a jingle is a catchy little ditty.
A Sonic logocould be anything from that to a light
buzzing soundcoming from an electronic device.
So could a sonic logo be a jingle?
Of course,but it's not limited to just that.

(05:44):
Times have changed.
Where once a song
was really your only relevant wayto get your point across sonically.
Now we have all the digital things
where a buzz or a beep
could telljust as relevant of a story as a tune,
or maybe an even better one.
Left Coast Airlines

(06:05):
happy clouds for normal people.
Sound In The Shopping Experience.(Transition Sound)
When you spend wisely,
when you spend meaningfully,there's a real payoff to that.
And it helpsyou feel good and feel content.
And you know the role of musicin that equation.
It's really cool.
And it wasn't for us just about, hey,
let's make this crazy song with Sixième Son.

(06:27):
Although I will say, as a marketer,it's like been by far the most unique
project I've worked on.(Home Depot Son fades in)
And the Home Depot, Orange Song.
I'll link to all of these in the shownotes.
Don't forget to subscribe, share and rate!
More people should know about this stuff.
I know you know that now.

(06:48):
Let's make this world of soundmore intriguing, more unique,
and more and more on brand.