- 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
Audio Branding
Using Sound to Build Your Brand
Create an audio language to support your brand identity with a step-by-step guide backed by real life insights and cutting-edge research.
Key features at a glance
EAN: 9780749478575
Edition: 1
Published:
Format: 234x158
232 pages
About the book
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 the authors
Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, 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. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders.
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.
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.
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