Author: John Sanfilippo

Classic Jingles Getting Modern Updates

We’re very much in the midst of a sonic renaissance. Podcasts, streaming content, and voice tech are all on the rise, sound and music are driving social media on TikTok, and it seems like every week, another big brand is coming out with a new sonic signature. But it’s not always new sonic signatures. With…


The Audio Audit: Desjardins Insurance

The full-sing jingle has had a kind of renaissance in the last couple of years. More and more commercials are using original, sung music throughout. The great thing about modern jingles is they don’t sound like jingles. They just sound like music. We covered this a few months ago. Here I want to focus specifically…


Anatomy of a Brand Theme: Quinte Hearing Centre

This was a pleasure to work on. Not only are hearing clinics and sonic branding just a natural fit, Quinte Hearing Centre in particular presented some great branding opportunities. When branding any business, you’re looking for something unique. With sonic branding, you’re looking even deeper. You’re looking for some sort of emotional hook from which…


Sonic Branding & Small Business: The Perks & The Pitfalls

Last time we talked about authenticity in sonic branding. Here we’re going to expand on that theme and explore how authenticity (or lack thereof) can make or break a small business. As one of my contemporaries Jeanna Isham has said, “Sonic branding is not just for the fortune 500.” She’s right, of course. In fact…


Sonic Branding: 3 Levels of Authenticity

Authenticity It’s an overused word, isn’t it? But it’s overused for a reason. It’s important, especially in sonic branding. In fact, it’s very hard to build a sonic identity without being authentic. When you’re creating a brand sound, you find yourself taking business owners and brand leaders to places they’ve never been before, especially if…


The Problem with TikTok (It’s Not What You Think)

TikTok is obviously very popular these days. Some brands are using it, and some aren’t. In the previous blog we talked about using sonic branding to reach Gen Z on TikTok. Of course, if Gen Z is not your audience, TikTok may not be for you. And not everyone uses it well. It’s very easy…


Want to Reach Gen Z? Find Your Sound and Get on TikTok

I have to admit, like many branding and media professionals, I had dismissed TikTok for a while. That was until I saw this year’s audio indexes. This is where they rank the best performing sonic logos, as well as provide an overview of trends and changes in the audio branding industry. One of this past…


Jingle is not a Genre

A few blogs ago we talked about the full-sing jingle and its recent resurgence. I was suggesting that the format was more relevant now that commercials are often (for better or worse) shorter than thirty seconds. Music and singing are simply a faster means of setting an emotional tone and creating something more memorable than…


Writing for Speaking: 6 Tips

“George, you can type this shit, but you can‘t say it! This is a famous quote by Harrison Ford. He was giving George Lucas a hard time about the dialogue in Star Wars. Worth noting the quote continues with, “…and that’s the year he gets nominated for an Oscar for Best Screenplay. Right? What do…


The Audio Brand of a Bicycle

Something a bit lighter as the summer season comes to a close. You’d think after working with sound professionally for over twenty years I would have figured this out myself. But I didn’t. I’m always on the lookout for sound solutions in business, but it doesn’t always cross over into my personal life. I am…