What is Audio Branding? An Introduction

Paul Johnson-Rogers is a composer working in advertising and retail for big clients like Nike. He keeps a blog called The Music Tech.

Since he often gets asked about his profession, he decided to write a fascinating and in-depth post on audio branding.

“What is audio branding?” asks nearly everyone, occasionally bothering to fake a tone of genuine interest.

…

Music has been used for centuries to control, manipulate or influence: to march soldiers into mortal peril, to scare the living daylights out of film audiences (Jerry Goldsmith’s amazing score for ‘The Omen’ did it for me), or to make them cry (Harry Gregson-Williams’ beautiful score for ‘Veronica Guerin’), for torture (the FBI at Waco, the US army at Panama City in 1989), every advertising jingle ever written, the hooks in a pop song, even for civil engineering if you want to include demolishing the walls of Jericho… I could go on.

Paul doesn’t really answer his own question of what is audio branding, apart from saying:

So if, at a party, someone should enquire “What is Audio Branding?” I would reply: “At the moment, it’s an inexact science but it’s nonetheless a field that offers tremendous potential for advertisers and composers alike. Now, where’s the bar?”

But he does hint that he has good theories and that those theories are part of a larger piece of work he’s engaged in for a doctoral thesis.

If you’re interested in audio branding and how sound influences purchase decisions, emotion, understanding and actions, Paul’s blog is a great resource to subscribe to.

And if you want to see some great work, here’s a full list of audio ads and songs available for ads from the AdHack ad creator community.

Tags:
audio, audio advertising, audio branding, audio composition, branding, composer, composition, Intel, Intel Inside, nike, Nokia, Paul Johnson-Rogers, The Music Tech

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If anyone wants to either educate themselves further about audio branding or to enquire about getting their own audio branding, here some details from VGroup:

http://blog.vgroup.com/post/the-power-of-audio-branding/