Audio Branding: Using Sound to Build Your Brand - Softcover

Minsky, Laurence; Fahey, Colleen

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 (an 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

About the Author

Laurence Minsky is associate professor in Communication & Media Innovation at Columbia College Chicago, and author of many books on advertising and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions for many leading brands.

Colleen Fahey is US Managing Director of Sixième Son, the world's leading audio branding and sound design agency. Throughout her career, Colleen has worked for major marketing organizations on some of the leading brands in the US, Europe, Latin America and Asia.

Review

"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)

"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)

"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)

"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)

"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)

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