Ad Infinitum: S2E3 - Branding with your Eyes Closed with Joel Beckerman
The world’s only podcast solely dedicated to audio ads is back with a new episode! Presenting Ad Infinitum Season 2, Episode 3 - "Branding with your Eyes Closed."
Host Stew Redwine (Oxford Road’s VP of Creative Services) welcomes an icon whose name is so synonymous with sonic branding, he needs his own Sonic logo. Joel Beckerman is the author of Sonic Boom and Founder of Made Music, an award-winning global sonic branding agency racking up wins with every brand from Tostitos to AT&T.
“When we're creating sonic identity systems, [the] people we're dealing with are experts in absolutely everything in their job except this.”
Joel Beckerman, Founder of Made Music
Join Stew and Joel as they cover all the major and minor notes of sonic identity, breaking down radio heavyweights like Whole Foods, Vicks, and Xfinity.
Can’t Build a Moat around a Rented Castle 🏰 - Sonic assets should be ownable. How many times have you heard a music bed that you’ve forgotten the moment the ad ended? How many times have you used tracks like that for your spots? Your brand’s important. Your sonic brand’s important. Take pride in finding a sonic identity that’s ownable and uniquely yours.
The Ham Sandwich Factor 🥪 - A sonic boom moment–a sound that connects with the audience–works even when you’re in the other room making a ham sandwich. It doesn’t happen by accident or all at once. Show up sonically with intention for your audience, again and again, and you won’t have to fight for their attention.
Take out the Trash 🗑️ - We’ve all heard ads with sonic overkill and *ahem* a bit TOO much? That’s called Sonic Trash–where so many sounds flood your brain, that nothing gets through. CAOs, as you figure out your sonic brand, find one key sonic element you want to highlight, and give it a chance to shine. That’s your Sonic Boom.
Want more essential insights that’ll stick with you while you’re making lunch? Catch the full episode by indulging below.