Tag: sonic

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

It doesn’t happen very often, but once in a while a client will suggest using a popular song for a new campaign. Then I give them “The Talk”; reasons why popular music is not a good long term audio branding strategy. Cost Licensing established music for commercial purposes can be very expensive. And yes, you…