Some folks are skeptical of sonic branding when they’re first introduced to the subject. They want to know what kind of ROI is involved. They want some sort of magic number saying that a sound strategy will increase revenue by __%. Of course it’s not that simple. After all, what sort of ROI do you…
Netflix Cinematic Logo: Upgrade or Band-Aid?
Netflix recently expanded on its audio logo for cinematic presentation. You’ve heard the original many times before. It’s that signature percussive tone that precedes all their original content. And for this job, they brought in the big guns. They recruited film score veteran Hans Zimmer to bring some buildup and weight to their existing sonic…
Geo-Audio Brand: Harnessing the Power of Culture Sound
Let’s put business aside for a bit and look at geography. I’ve spoken before about the famous wine study in the UK. In short, a wine shop played German music on certain days, and French music on others. On days when they played German music, they sold three times more German wine. On days when…
Brands Not Bands: The Dangers of Using Pop Songs in Ads
Every so often you see/hear an ad using a popular song in their advertising. This has been going on for many, many years now. The impetus for this came mostly from the music industry looking for find new ways to profit from recorded music, and this makes sense. They have a lot more to gain…