Sonic Branding

Twenty Thousand Hertz

Dallas Taylor

Music, Design, Arts, Music Commentary

4.8 • 4.1K Ratings

🗓️ 20 August 2018

⏱️ 26 minutes

🔗️ Recording | iTunes | RSS

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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. 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	So many people wonder where the theme music from Sports Center came from David St. Hubbins from spinal tap
0:05.3	You got to tell me where this came from. What's that really? No, it's a mystery
0:08.1	You know, it's just kind of sprang from my forehead. We're just sitting there watching sports center and I went
0:12.8	You're listening to 20,000 Hertz. I'm Dallas Taylor. This is the story of Sonic Branding
0:31.2	The commercial you heard at the top of the show was from the classic This is Sports Center
0:42.8	advertising campaign by ESPN. The ending of Sports Center's iconic theme song became ubiquitous with the ESPN brand.
0:50.7	Fans of the network were humming their new audio logo to themselves, so their marketing team knew they were onto something.
0:57.7	Last year advertising spending in the US was estimated to be over $200 billion, not on product development,
1:07.7	or manufacturing or distribution, but on advertising alone. And while much of advertising includes commercials,
1:15.7	signage, print, and digital ads, a key part of any marketing that utilizes sound is an audio logo.
1:23.9	An audio logo or a Sonic brand, if you will, is a short distinctive melody or other sequence of sound.
1:33.0	It's usually positioned at the beginning or end of a commercial.
1:38.6	It can be considered as the acoustic equivalent of a visual logo.
1:47.4	Almost every time you listen to a TV or radio commercial for a big brand, there's an audio logo to punctuate the message.
1:54.2	According to the Harvard Business Review, sound can play an important role in positively differentiating a product or service.
2:00.9	It can also enhance recall, create preference, build trust, and even increase sales.
2:07.7	An audio logo is the audio identity of a brand in the way that you have the golden arches or any visual logo.
2:18.5	And that audio logo can be something that is present across a whole bunch of different advertising mediums.
2:24.8	It can be at the tag at the end of every ad, it can be the focal point of an ad.
2:28.8	But ultimately, it should be present every time your brand is being heard.
2:33.4	That's Scott Simonelli, the founder and CEO of Veritonic, a marketing intelligence platform for sound.
2:39.7	They measure audio effectiveness in advertising.
	...

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