Ad Infinitum S2E11 - The Authors of Audio Branding

This week reminds us just how fragile and interconnected our world is. The fires here in Los Angeles have left us with heavy hearts—and with the presidential inauguration around the corner, the air feels thick—not just with smoke, but with tension. It’s one of those weeks where the news has been overwhelming, and finding a moment of calm feels like a victory (speaking of victory, peace in the Middle East?).

While we don’t pretend to have answers to the bigger challenges, we do believe in the value of staying connected, grounded, and creative—even during uncertain times. So, consider this newsletter a small pause. A chance to step away from the noise and refocus on what’s possible in the world of audio and beyond.

For those in the Los Angeles community who have been directly impacted by the wildfires and need support, we want you to know we’re here to help. Please don’t hesitate to contact us for resources and assistance.

Let’s shift our attention from what’s not in our control to what we can build together. Because even in the most chaotic times, there’s always room for growth and innovation.

Let’s turn up the volume and tune into what matters most in our industry. 

We begin this week’s edition with the world’s only podcast solely dedicated to audio ads. Presenting Ad Infinitum Season 2, Episode 11 - "The Authors of Audio Branding."

Stew Redwine (VP, Creative Services, Oxford Road) welcomes two experts who literally wrote the book — “Audio Branding.” Colleen Fahey, (US Managing Director, Sixième Son), and Larry Minsky, (Professor, Columbia College Chicago) sit down for an audio branding masterclass and deep dive highlighting one of today’s top audio spenders.

We’re talkin’ Train Sounds, Going Beyond Jingles, and Confused Branding. Let’s jump in.

“Audio Branding  uses rhythm and energy and density of sound and instrumentation. And it seeks to let people understand your brand better, remember it better, and attend to it–pay more attention to it–and it's very successful in doing all of those things.”

🚂 Ear Training - Want to feel the power of audio branding? Hear the evolution of the  French National Railway System (SNCF). Their familiar tune gets an acoustic treatment (for ecological associations) and an extra “zoom” (to show speed). Core sounds can evolve with your brand and signal to your audience how you’re changing with the times (while still remaining true to yourself).

🎵 More than a Jingle 🎵 - Audio branding’s so much more than a jingle. Jingles need to carry a verbal message. But sonically, they can sound similar. Audio Branding shows the uniqueness of your brand in the sonic space, and can go far beyond commercials. An ATM ding, headphones turning on, an app alert–when designed with intention, subtly tells your customers what your brand’s about and helps them recognize it–even with their eyes closed.  

😬 Merrill’s Misses - Learn from Merrill Lynch. Every sonic choice you make tells a story. And if those choices are made without clear intention and consistency, that story is chaotic. The team listened to a handful of Merrill Lynch ads that showed very different brand stories; Upscale with classical instruments, folksy and accessible with a ukulele, and straightforward with no music at all. CAOs, you absolutely can play around and make changes to how you show up sonically, but do it with intention, and with enough continuity so your audience will always know it’s you.

To make your brand more distinct (and to tune into the audio branding around you) check out the full episode by clicking the link below.

Bianca Gorodinsky