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Audio Branding: Using Sound to Build Your Brand
Audio Branding is a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?
Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
Audio Branding delivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (a warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention, Audio Branding demonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.
232 pages, Paperback
Published March 28, 2017
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Displaying 1 - 3 of 3 reviews
July 20, 2017
Audio branding is a very much over-looked and under-appreciated form of marketing, yet interest in this sector is growing. As a form of marketing it won’t be for everybody, yet for those it can be suitable for it can be a very powerful tool to harness.
A book like this is excellent. It should be required reading, even if you do not work for a large company with a massive brand, since some of the goodness may still rub off and the knowledge gained can be invaluable. You are probably exposed to audio branding daily, and maybe you do not even realise it! Even those who don’t work within marketing could enjoy this book and find it a great source of general knowledge and understanding.
The reader gets to learn what audio branding is, why it is important, what it can do for a brand and discover how to deploy it and seek to maximise its potential. All written in plain, clear and accessible language. You are enthused just by reading it, even if you don’t have an opportunity to seek to deploy it to.
Highly recommended, in other words!
A book like this is excellent. It should be required reading, even if you do not work for a large company with a massive brand, since some of the goodness may still rub off and the knowledge gained can be invaluable. You are probably exposed to audio branding daily, and maybe you do not even realise it! Even those who don’t work within marketing could enjoy this book and find it a great source of general knowledge and understanding.
The reader gets to learn what audio branding is, why it is important, what it can do for a brand and discover how to deploy it and seek to maximise its potential. All written in plain, clear and accessible language. You are enthused just by reading it, even if you don’t have an opportunity to seek to deploy it to.
Highly recommended, in other words!
November 28, 2020
Branding has never been more important. Our brain is constantly working overtime to keep up with the never-ending amount of information coming at us. Our cognitive loads are shrinking. Connecting with an individual in this environment requires creativity and empathy. This book offers insight into cultivating creativity and empathy through sound. Audio branding sounds like a nice-to-have but is increasingly important with the ubiquity of smart speakers. Filled with practical tips, academic research and real world case studies this book will assist you in building a case not only for audio branding, but branding in general.
May 30, 2021
Аудиобрендинг - это создание звукового образа в бренде. Что то новое, но с голосовыми помощниками, довольно таки ближайшее будущее
Displaying 1 - 3 of 3 reviews