The world is changing after worldwide events and a new normal will come into place. Without group gathering, new experiences must be found within the entertainment industry. To entertain the void of noise, podcasts are showing great results and the starting process has never been more easy. Mastercard continues its quest within the world of Audio Branding and is presenting us the different layers its sonic identity consist of. By following the strategies from Mastercard, one of the few international brands leading the way of audio marketing, can we reflect the experience on the golden rules around audio branding. Finally, […] Read more »

The Coronavirus is affecting the planet and the everyday life of people and brands. On this month’s “What are we hearing now?“ series, we will first look into stories how brands and many of us can adapt to these times. In the audio first world, you need heroes and guidance. After the guidance, we can listen to examples that are shaping audio branding today.   3 Elements of Your Brand That Can Shine Through in These Harrowing Times (Elina Tang and Lei Wang, adweek.com) During crises, brands’ behaviors have meanings for the consumers. It can bring strength or even break […] Read more »

Audio on marketers’ lips at Advertising Week New York This advice comes from Mastercard’s Chief Marketing & Communications Officer Raja Rajamannar. Ever since launching its new audio brand earlier this year, the company has been a major force in shifting the marketing world’s attention toward sound. Rajamannar was interviewed during last month’s Advertising Week about their branding philosophy and next moves on the realm of multisensory marketing. What does it mean? Mastercard’s embarkment into the audio branding journey foreshadows an arms race of sonic assets and identities in other industries too. To remain competitive and relevant, brands need to create […] Read more »

“Sound can express the brand belief and values in an emotionally direct way. Sound speaks to our deepest emotional instincts and bypasses our rational brain.” These wise words are from Thomas Marzano, global head of brand experience at Philips who was interviewed in a recent Forbes article about how big companies are engaging in audio branding. Philips is yet another world-renown enterprise to join the likes of Mastercard, who have recently embarked on a quest to investigate the sonic side of their brand personas. What else have these household names figured out about audio branding that makes it worth all the investments? […] Read more »

As we marketers know, the competition for people’s attention is a tough game. We at Audiodraft believe in the power of audio in this. It has the capability to enhance brand recognition and recall quite brilliantly. Over the past year, we have collected the most insightful audio branding and audio marketing articles to our monthly ‘What are we hearing now?’ blog post series. Here is our May 2019 selection: In an Audio-First World, Can Your Audio Identity Come Second? (adageindia.in) As music streaming, podcasts, audiobooks, smart speakers, connected cars and voice assistants have caught the public’s attention, the amount of audio-friendly […] Read more »

Top 5 Audio Branding and Audio Marketing articles, April 2019 Many things are happening around music and voice right now. The interest in audio branding and audio marketing is surging and will keep escalating as the year goes by. The recent number of media attention on the subject has grown exponentially and we have gathered the most interesting ones for you to read in this month’s ‘What are we hearing now?’ edition. Want To Break Through The Noise? Songsmith Your Brand  (entrepreneur.com) We have been talking about “voice-first” era and screen free world for a while now. With the recent innovations […] Read more »

Last month it felt like audio branding was on everyone’s lips. Gary Vaynerchuck’s article was shared by every other marketer and Voices.com had a great article published in AdAge. This time, our monthly selection of articles takes a look at why audio branding deserves all the recognition. 5 Predictions For The Future Of Audio Marketing (CMO.com) Sound has an uncanny ability to enhance brand performance and like Ogilvy said about the latest marketing trends: “For the first time, marketers will have no choice but to consider the audio characteristics of their brands.” In our predictions for the future of audio published in […] Read more »

Voice-over plays an integral role in your productions and voice-first mediums are becoming more and more fruitful grounds for us advertisers. So we thought this month would be a good time to check the selection of last month best articles about voice. An Essential Guide To Choosing Video Voice Over (Animatedvideo.com) Choosing the right voice might feel like walking on a minefield. This article gives a great basic understanding of what to take into consideration when choosing a voice over for your production. Why Doesn’t Your Ad Have A Female Voiceover? It Should. (Mediavillage.com) Female voice-overs for the win. Several […] Read more »

It’s again time for our monthly selection of top audio branding and marketing articles of the month. For January’s ‘What are we hearing now’ we picked a few top articles from last year that are more than relevant in 2019 and three fresh prediction posts that will guide you during the coming year. 3+3 = 2018, The Year of Audio Branding (Audiodraft.com) We started the year by predicting the role of audio branding to grow in brand marketing. Indeed, it looks like voice search and digital assistants really are here stay, and their sales are very likely to continue growing this […] Read more »

This time, our selection of audio branding and marketing articles takes a look at how to capitalize sound in marketing. We’ll even uncover the answer to the question you didn’t even know existed: What tune should you pair with your favorite cheese? A Sound Presence Boosts Brand Metrics (warc.com) Technology is allowing us limitless access to podcasts, audiobooks, music streaming, and voice assistants. Despite this, many brands continue to heavily prioritize visual communication and are failing to truly leverage the potential of sound in their branding efforts. How Music Grows Brands? (marketing-interactive.com) Music is an emotionally engaging and memorable way to […] Read more »