by Teemu on January 12, 2018 at 10:59 am
We experience the world around us with multiple senses. The brand experience is no exception. We have relied heavily on visual branding, even though sight is trumped by hearing and scent on many levels. In 2018 we are moving on from a “visual only” approach and towards an “audio first” reality in marketing and brand development. Here are 6 insights setting the mark for The Year of Audio Branding. Where are we right now? 1. Crowded visual space Brands are all about experiences and stories. These have been widely distributed through marketing and branded content in the visual space. The […] Read more »
by Anna on June 7, 2017 at 4:41 pm
Did you know that 86% of advertisers have visual branding guidelines but only 17% have audio branding guidelines (Radiocentre, 2015)? Whether you plan for it or not, your brand generates sound. Take a moment to think about it. The lack of audio planning, or just plainly neglecting it, are decisions which affect consumer perception regardless of whether it was a strategic choice or not. Any audio used in conjunction with your brand from product sounds to in-store background music, define and mold how your consumers perceive you. There is no way around it. This is not a warning, it is an […] Read more »
by Anni on March 16, 2016 at 3:13 pm
In the last blog post we looked at the historical development of music marketing. Now, it’s time for an analysis about where the industry is heading at the moment. Until the early 21st century it was common to simply either pay a successful artist to sing about a certain big brand or product (like Michael Jakson, it’s good, it’s good, drink Pepsi!), make a catchy earworm with a slogan (this is still done nowadays but not so much as a part of modern branding) or bluntly show famous people using the marketed product (usually in very corny ways). Nowadays music marketing is becoming increasingly subtle. In a […] Read more »
by Anni on March 8, 2016 at 5:13 pm
Originating from a German word meaning “to burn”–recalling the practice of producers burning their mark onto their products–a brand, especially a visual logo, became an essential part of company identities in the early 20th century. Musical advertising goes back at least to 1926. The cereal brand ‘Wheaties’ created a short tune to be played on the radio during Christmas. Sales increased substantially as this marketing tool proved to be extremely effective. Companies understood the value of music, and especially its power to communicate an emotional and lasting message which people can recall long after they have actually heard it. After […] Read more »
by Anni on February 23, 2016 at 3:52 pm
Brands use music to create an emotional connection. To reach a certain demographic of consumers, companies are creating experiences that include passion. As music is the best way to evoke emotion, brands are now discovering more possibilities to leverage this creative counterpart. Nowadays authenticity is one of the most important brand asset any company can have. That’s because especially young people are becoming less engaged by traditional marketing. So investing in music and supporting creative individuals is a way for brands to achieve the duality of being both considered authentic and gain big enough attention for the needed marketing proposals. […] Read more »
by Anni on January 26, 2016 at 10:46 am
Sound effects us in many ways, though it’s usually very unconscious. That’s why there is no point researching environmental sound or music by asking people what they think of the sounds around them. In most cases, they won’t have noticed these surrounding sounds until you ask – and when you crystallize their perception by asking they will form an instant opinion that probably has nothing to do with the way the sound was affecting them before they noticed it. So although unconscious, the effects of sound are great. Firstly, sounds have physiological effects. Sudden noises can make our brain release cortisol […] Read more »
by Anni on December 1, 2015 at 6:44 pm
Hearing is our most primal sense, and yet it is astoundingly undervalued. Sound is rated as a key element of brand communication by 41% of consumers, but only 12% of the world’s marketing communication budgets are spent on it. This makes little sense, because consistent sound increases the impact of visual communication by up to 1207%*. Businesses and other organisations would benefit hugely by focusing on coherent audio branding. There are three core reasons why hearing should be taken more seriously in any branding situation. 1. Hearing is our first sense in time Firstly, we simply cannot turn our hearing […] Read more »
by Anni on June 11, 2015 at 12:57 am
Publishing and licensing can be tricky due to the lack of transparency and simplicity. Despite these features they can be crucial to your business it’s understandable they might be something you’ve never really gotten a hold of. That’s why in this blog post we will go through the awesomeness behind Audiodraft Publishing and Audiodraft Blankets. Our aim at Audiodraft is to bring custom sound and music available for every production no matter the budget or the schedule. It’s a big promise but this is actually possible through Audiodraft Blanket. With a fixed pricing you don’t need to think about the […] Read more »
by Anni on April 17, 2015 at 5:18 pm
How nice would it be if every advertising agency and production company had their own music supervisors to choose the tracks, fix the contracts and tweak the image & sound to fit together? It surely is fun to dream, but in reality the project manager is the one to figure out it all. Like there wouldn’t be enough work on the manager’s desk already? We at Audiodraft are the music supervisor at your service. We have the composers and take care of the legal side. We can even help you with the final tweaks by communicating with the composer-of-your-choice for you. With Audiodraft all you […] Read more »
by Anni on April 2, 2015 at 1:10 pm
The deadline is in 48 hours, there are a hundred things on your to do list and you just realised you cannot clear the song you wanted to use. Sounds familiar? This is the situation Audiodraft customers face all the time. Despite most agree that music has become extremely relevant to almost every industry there is, there simply isn’t enough time or resources to focus on the soundtrack. That’s why it has been in the core of our platform to be the best tool to be used in stressful, close-to-deadline, we-don’t-have-music-that-fits sitauations. Especially the knowledge on how to use music […] Read more »
