Tag: advertising

The Lesson of COVID: Crisis-Proof Your Brand

I’ve touched on this subject before, but I think it’s worth exploring in its own dedicated blog. When COVID-19 first hit North America in early 2020, most professionals were scrambling to adapt to a changed world. Being in the audio branding industry, it was very interesting to see these changes from a multi-sensory branding perspective….

Post-COVID Ads: Let’s Get it Right this Time

You may have seen the new commercial for Extra gum that’s making the rounds. It’s a little preview of what I’ve been dreading for the last fourteen months: the inevitable onslaught of post-COVID-19 commercials. Don’t get me wrong, it’s a great piece, but as more and more of us get vaccinated, and business slowly returns…

The Clichés That Are Killing Your Ad

This is the blog I swore I would never write. I think I was hoping the problem would resolve itself before I would have the opportunity to address it. Unfortunately it’s a problem that continues to persist, so here we go. I’ll try my best to keep this positive and not too ranty. Does your…

Assessing Your Brand’s Sonic Footprint (yes, you have one)

I’ve talked about this subject before, but I thought it was worth expanding on a bit. One of the first steps in audio branding is asking the following questions about your brand media and overall experience. ►How much sound and sound space do you actually have?►How much of it was designed?►How much of it can…

Why You May Not Be Ready for an Audio Brand

Not every brand is ready to pursue an audio branding strategy. I’ve had many preliminary discussions that didn’t lead to action. And I hope that doesn’t sound bitter, because it’s not. Sometimes we may have the discussion and find it’s just not a good fit or it’s not the right time, and that’s perfectly fine….

Why So Many Radio Ads Fail – Part 2

Last time we highlighted some of the differences between active and passive media consumption. Another distinction that needs to be made for audio-only advertising is emotional versus logical persuasion. There’s certainly a lot of value to persuading with facts, figures, and data, but numbers don’t always convey well in audio ads. To a passive listener,…

Why So Many Radio Ads Fail – Part 1

I started my career in radio, and something that continues to frustrate me is how so many writers and producers of radio content will write and produce with this idea that the audience is hanging on their every word. The hard truth is they’re not, and they haven’t been for well over fifty years. Remember…

Audio Branding Talk

I’m kinda cheating with this one because it’s not really a blog. This is a presentation I made recently for some fellow marketing and media professionals in Calgary. This expands on some content I’ve presented in the past, and presents some new ideas as well.