Audio branding covers everything from app sounds, right down to the noise a particular brand of car makes when unlocked or turned on. This text will give practical guidance to the creating an audio language to support brand identity and personality.
Audio Branding offers the reader a thorough overview of the world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Containing fascinating insights into this burgeoning field of marketing, this text is extremely practical and underpinned by research supported by clearly explained real-world examples.
Featuring a foreword by Dr Philip Kotler, and written by authors who have contributed directly to the development of the field, the text contains detailed case studies on companies such as Peugeot (a rule-breaking audio brand), Atlanta Convention and Tourism Bureau (an emerging audio brand), and Michelin (a global audio brand). Covering relevant issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding shows readers how audio branding extends to everything from the sounds made by an app, to music played in-store, to the noise a key makes when inserted into an ignition. Combined, all such elements allow a compelling audio language to develop and enhance brand identity.
Laurence Minsky is an award-winning copywriter and marketing strategist. He is also an associate professor in the Communication and Media Innovation Department at Columbia College Chicago.
Colleen Fahey is a seasoned creative executive with deep expertise in branding and the multiple marketing touch points. She is the US Managing Director of Sixieme 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.