Ad Infinitum S2E14 - The State of Sonic Branding

The world’s only podcast solely dedicated to audio ads is back for a very special Season 2 finale! Presenting Ad Infinitum Season 2, Episode 14 - "The State of Sonic Branding."

Host Stew Redwine (VP, Creative Services, Oxford Road) and guest producer Jeanna Isham (Owner, Dreamr Productions) explore sonic branding's evolution, impact, and future through conversations with a veritable who’s who of the audio world. They talk to everyone, from the inventors of beloved audio logos to audio alchemists helping shape the sonic strategies of blue-chip brands around the world, including:

🤩 Joel Beckerman (CEO, Made Music Studio)

🤩 Chelsea Campbell (Group Creative Director, SiriusXM)

🤩 Lisa DeStefano (Former VP, The Home Depot)

🤩 Colleen Fahey (US Managing Director, Sixième Son)

🤩 Steve Keller (Sonic Strategy Director, SiriusXM)

🤩 Jim Reekes (Architect of Apple's startup sound, VP Product Management & Marketing, Argon Systems)

🤩 Joe Sauer (Consumer Behavior Researcher)

🤩 Roger Sho Gehrmann (VP, Songtradr)

🤩 Dallas Taylor (Host of Twenty Thousand Hertz podcast)

🤩 Walter Werzowa (Creator of Intel's iconic five-note sequence)

We’re talking Ancient Origins, Sonic Storytime, and Sonic Branding’s ROI. Let’s tune in.

“ Sonic Branding is simply the expanded answer to the question, ‘Can they recognize your brand with their eyes closed?’ Let's say it's yes, then Sonic Branding expounds on that yes.”

👂 Wired for Sound - Predator sounds. Battle horns. Street vendors. We have a long, rich history of using unique sounds and quickly identifying them. Sound is faster than sight, and it’s processed in exactly the same part of our brains as emotion and memory. In Stew’s words, “When we hear, we feel, and we remember. And the numbers back this up. 64% of listeners feel a stronger pull to brands with a cohesive Sonic identity.”

📖 The Stories Behind the Sounds - Why does Intel Inside sound so good? Why is McDonald’s “lovin’ it?” Why do our iPhone cameras go “click?” Each of these sonic tales is a brilliant and effective solution to a specific problem, best solved through sound. You’ll come away with some excellent back-pocket anecdotes, but we hope you’ll also ask yourself: What brand problems could I try solving with the right sound?

🤓 The Numbers Don’t Lie - Sonic branding is essential for staying competitive in an increasingly audio-first world. Sonic branding delivers 7-8x better branded attention, which is huge when considering only 16% of advertising is correctly attributed. Plus, it drives response rates up by 30%. One Fortune 100 company declares it "the most leveraged item on their balance sheet."

To fall in love with sonic branding, tune into the full episode by clicking below.

Bianca Gorodinsky