“Intel Inside” and other sonic branding brilliance

Twenty Thousand Hertz

Dallas Taylor

Music, Design, Arts, Music Commentary

4.8 • 4.1K Ratings

🗓️ 20 August 2018

⏱️ 27 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

We are constantly exposed to sonic branding in television, radio, and web commercials. We deconstruct some of the most impactful audio logos in history and explain how the brain interprets them. Featuring Scott Simonelli, CEO of Veritonic and Walter Werzowa, founder of Musikvergnuegen. Twenty Thousand Hertz is hosted by Dallas Taylor and produced out of the studios of Defacto Sound. Follow Dallas on Instagram, TikTok and LinkedIn. Watch our video shorts on YouTube, and join the discussion on Reddit and Facebook. Consider supporting the show at donate.20k.org Episode transcript, music, and credits can be found here: https://www.20k.org/episodes/sonicbranding Learn more about your ad choices. Visit megaphone.fm/adchoices

Transcript

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0:00.0	One of the best choices I ever made for my health was prioritizing regular checkups,
0:05.7	because when it comes to health, knowledge is power.
0:09.2	Fortunately, ZockDok makes booking a doctor a breeze.
0:12.5	Stop putting off those doctors appointments and go to Zocdoch.com slash Hertz to find and instantly book a top-rated doctor today.
0:20.0	That's Z-O-C-D-O-C-com slash H-E-R-T-Z.
0:24.3	Zocdoc.com slash Hertz.
0:30.0	So many people wonder where the theme music from SportsCenter came from. David St. Hubman's from
0:34.9	Spinal Tap. You've got to tell me where this came from.
0:36.9	Well, I don't really know. It's a mystery. You know, I was just kind of spraying from my forehead.
0:40.6	I was just sitting there watching Sports Center, and I went,
0:43.3	da-da-da-da-da-da-da-da-da-da-da-da-da-da-da-da-da-ba-ppum.
0:57.2	You're listening to 20,000 Hertz.
0:58.2	I'm Dallas Taylor.
1:01.2	This is the story of Sonic branding.
1:12.8	The commercial you heard at the top of the show was from the classic This Is Sports Center advertising campaign by ESPN.
1:15.9	The ending of SportsCenter's iconic theme song became ubiquitous with the ESPN brand.
1:21.4	Fans of the network were humming their new audio logo to themselves, so their marketing
1:25.7	team knew they were onto something.
1:28.3	Last year, advertising spending in the U.S. was estimated to be over $200 billion,
1:36.3	not on product development, or manufacturing, or distribution, but on advertising alone.
1:42.3	And while much of advertising includes commercials, signage, print, and digital ads,
1:48.0	a key part of any marketing that utilizes sound is an audio logo.
	...

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