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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.
EAN: 9780749478575
Edition: 1
Published:
Format: 236x156
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

Colleen Fahey

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 organisations on some of the leading brands in the US, Europe, Latin America and Asia.

More about Colleen Fahey

Laurence Minsky

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.

More about Laurence Minsky

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.

Martin Lindstrom, New York Times bestselling author of Small Data and Buyology