8. WHATcan we
do for
you?
EVERYTHING AUDIO!
website audio
music searching
jingles
original music compositions
radio advertising
podcasts
9. WHATcan we
do for
you?
EVERYTHING AUDIO!
website audio
music searching
podcasts
jingles
original music compositions
radio advertisingvoiceover/ISDN
10. who we are and what we’ve done
Alright Fellas, if
you’re so good,
show us your
work.
Who the heck are you
guys
and why should we
listen to ya?
11. who
we
areAUDIOPHILE
S basedin
Central Florida
who focus
on
audio production
and
MUSICdevelopment
national
award-winning
PRODUCERS
(dorks)
of
EXPERIENCE
Dwith
hundreds
radio spots
musical compositions
and jingles
Jon YEOSH
founders
jon [noun]
a married up, new father; known to
obsess over classic cars
1. Most know him as “That Creep on
Tinder/JSwipe”
2. AOL Instant Messenger handle
‘SexyKosherMcMuffin83’
yeosh[adverb]
15. the original jingle
Have you tried Wheaties?
They're whole wheat with all of the bran.
Won't you try Wheaties?
For wheat is the best food of man.
They’re crispy and crunchy the whole year through!
The kiddies never tire of them and neither will you!
So just buy Wheaties.
The best breakfast food in the land.
21. What We’ll Cover...
A brief history of audio branding
The science and mechanics
Examples of great audio branding
Audio Branding for all shapes and (budget) sizes
22. Why Audio Brand?
It’s pretty hard to turn off ears
Music and Sound is a universal
language understood by all humans
23. Why Audio Brand?
Simply put, sound heightens the brain’s ability to
recall information, and it forms positive
associations within your brain that can impact
thoughts and behaviors – just ask Pavlov’s dog.
24. What is Audio Branding?
The Long Version:
Sound branding encompasses many tactics intended
to convey organizational or product identity (who an
organization is and what it stands for); enhance
consumers' experience of a product or service; or
extend an organization's relationship with its audience.
The Short Version:
The use of sound to reinforce brand identity.
It’s also known as sound branding, music branding, sonic
branding, acoustic branding or sonic mnemonics.
25. When I was your
age...
The History of Audio Branding
26. History of Audio Branding
Audio branding is very new...
...but it’s also very old.
Some of the oldest audio brands include:
Religions (ie- Church Bells)
Merchants / newspaper vendors.
45. HOLY MOLY! I can
see the future (of
audio branding)!
The Science of Audio Branding
46. The Science Behind the madness
Earworms - Involuntary Music Imagery
Neural Circuit Repetition
The overwhelming, and at times, helpless
sensitivity of our brains to music
A short loop of recording tape that continuously
stores a small amount of auditory information.
47. The Science Behind the madness
The helpless sensitivity of our brains to music
Sound triggers a wide range of emotions
What sounds are powerful?
coNSUMERS ::hEART:: SOUND
48. The Science Behind the madness
The helpless sensitivity of our brains to music
Sound triggers a wide range of emotions
What sounds are powerful?
Babies
coNSUMERS ::hEART:: SOUND
49. The Science Behind the madness
Do you feel the burn?
Make subtle changes, holiday
edits, different instrumentation.
How can you extend it?
The more outlandish and creative,
the shorter the shelf life
kEEPING IT fRESH
51. How to Incorporate Brand Audio
All of these elements are governed by
the Brand’s Sound Guidelines
Brand Voice
Brand Music
Audio Logo
Product Sound
Experiential Sound
Elements of an Audio Brand
52. Brand Audio Emergency Repair Kit
Step 1: Take a snapshot across multiple mediums
Step 2: Ask others to identify how it makes them feel
Step 3: Identify the easier elements to begin
incorporating a new audio brand. On-hold, ring tones,
music in lobbies are all easy and low budget.
53. Criteria for effective audio branding:
1. Simple
2. Distinctive
4. Flexible
5. Congruent
with visual brand
3. Memorable
Do’s: Don’ts:
1. Explain too much
2. Mimic competitors
4. Write it for YOU
5. Let amateurs do it
3. Play it totally safe
Effective Audio Branding
55. •Want a ‘pop song’
Dilemma
Case
Studies
Santa Barbara
• Fresh young sound, targeting
multiple demographics
Solution
+Stripped down
Acoustic sound.
+Modern sound
with wide appeal.
57. •Replace Stale Stock Music
•Wanted ‘edge’ for surfers, and
mass appeal for tourists.
•Represent company culture
Dilemma
Solution+Used stock track
as baseline
+Edgy
Instruments and
Vocal
Case
Studies
Ron Jon Surf Shop
61. •Create a sound track to video
Dilemma
Case
Studies
Sapporo
• Modern music with Asian
influence.
Solution
+Dance beats with
Asian percussion
+Expanded on
visual emotion /
drama.
• Tell a story through music
63. •Rebrand and unify message
•Keep it fun w/o being offensive
•Represent company culture
Dilemma
Solution+Developed
custom score
+Create sound
library
+New signature
Case
Studies
HuHot Mongolian Grill
68. •Push message about Spring
Cleanup
•Keep it fun w/o being offensive
Dilemma
Case
Studies
Alaska Pet Services
Solution+Developed
custom sing
+Kept it fun and
playful
+Pushed URL
70. Credit Union Radio Samples
Scenario
+88% prefer some
kind of on-hold
messaging
+16-20% will make
a purchase or a
Case
StudiesKeep ‘em Happy On-Hold
71. Credit Union Radio Samples
Scenario
+Was playing
local Hot A/C
Station
+Wanted
something people
lk about
Case
StudiesKeep ‘em Happy On-Hold
72. Credit Union Radio Samples
Scenario
+Was playing
local Hot A/C
Station
+Wanted
something people
lk about
Case
StudiesKeep ‘em Happy On-Hold
