Audio Branding: Using Sound to Build Your Brand - Softcover

Minsky; Fahey

Softcover

ISBN 10: 0749478578 ISBN 13: 9780749478575

Publisher: Kogan Page, 2017

Synopsis

Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?

Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.

About this title

Review

"Audio Branding: Using sound to build your brand expertly combines the theory and practice of sensory branding in a guide that will be essential to every marketer. I highly recommend this book for your library." (Martin Lindstrom, New York Times bestselling author of Small Data and Buyology 2017-01-30)

"This book rings true. Written by marketers, not musicians, the authors make it clear why a brand needs its own tailor-made musical vocabulary to thrive. Full of stories and tips, supported by academic studies, and illustrated with cases, it's a great read. A must for anyone who is building or defending a brand today." (Angela Johnson, EVP, Worldwide Managing Director, Ogilvy 2017-01-30)

"If you can conjure up Intel's audio logo, you can start to understand the power of distinctive proprietary sounds... Just as a visual identity creates coherence across trans-media touchpoints, so does an audio identity. Minsky and Fahey deliver a comprehensive guide to conceiving and designing audio branding in the digital age. This book will help you design with sound." (Robin Landa, Distinguished Professor, Michael Graves College at Kean University, author of Graphic Design Solutions, Designing Brand Experiences, and Advertising by Design 2017-01-30)

"We've created scores of audio branding concepts in our ideation sessions, but it never occurred to me - nor did I have the tools- to create an audio branding strategy for our clients. The heavens have opened up and the trumpets have sounded, now that I understand the how and why of Audio Branding!" (Bryan Mattimore, author of 21 Days to a Big Idea, and Cofounder & Chief Idea Guy, The Growth Engine Co, An Innovation Agency 2017-01-30)

"Audio Branding is the piece of marketing we have been missing for years. And no one until now has explained audio as branding in such a strategic way. Minsky and Fahey provide a detailed roadmap and process to get others to hear your brand as well as they see it." (Keith Quesenberry, Assistant Professor of Marketing, Messiah College & Author, Social Media Strategy: Marketing and Advertising in the Consumer Revolution 2017-03-06)

"Fahey and Minsky not only introduce the concept of audio branding and the steps that marketers need to take, but also teach readers how to be active listeners; an essential skill for anyone trying to make 'sound' decisions (both meanings intended). The authors' cheerful enthusiasm for the subject and well-placed guest essays make it a fun and informative read." (Sam Fishkin, Audio Mixer and Executive Producer, Mix Kitchen 2017-08-23)

"The research summary of results on driving purchase intent, building brand authenticity, emotional connection and message delivery is compelling. Beyond advertising, and less expected, are the B2B applications at meetings and trade shows, digital applications and retail environment applications. I hadn't thought about these opportunities, or of the research linking food or beverage taste experience and the music being played. Until reading the book, I was not aware of the range of applications and results from audio branding." (Michal Clements, Managing Principal, Insight to Action 2017-08-24)

Book Description

Features a foreword by Dr Philip Kotler

Explains why audio branding (examples of which include the Skype intake of breath, the noise an iPod wheel makes as it clicks, and the sound a particular brand of car makes when a key is inserted in the ignition) is a crucial element of brand development

Explores immediate and upcoming topics such as audio-enabled devices, digital touch points, and continuous partial attention

Provides practical, step-by-step instructions to enable readers to build an audio language to enhance their brand

Draws real life relevance with insightful case studies on companies which have developed successful audio brands in differing ways, including Peugeot, Atlanta Convention & Tourism Bureau, and Michelin

Written by authors with unique insider knowledge, having worked at the forefront of the audio branding industry and been involved with some of the world's leading audio branding campaigns

Edition details

• Publisher: Kogan Page
• Publication date: 2017
• ISBN 10: 0749478578
• ISBN 13: 9780749478575
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 232