Tag: sound

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…


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…


The Cost of Noise in Your Workplace

Whether it’s an office, restaurant, store, or any place of business with more than a handful of people in the same room, an often overlooked component of audio branding is the aural environment. Most of us aren’t even aware of it. In fact, many of us make conscious and unconscious efforts to drown it out….


Your Video Isn’t Done Yet

There’s no shortage of video content out there these days, and most of it looks great. The visual standards are very high, and there are many very capable professionals producing great work. So where do you get an edge over the competition? With countless thousands (sometimes millions) spent on video, it’s amazing how many of…


Podcasting: On Location vs In Studio

One of the reasons studio people are so fond of the studio is you’re able to control the environment. Gear never gets dirty, things are never lost, and weather is almost never a problem. In fact, we’re so spoiled it rarely occurs to us to go outside professionally. Having said that, in recent months I’ve…


Tip for Entrepreneurs – Get the Gear

A while back I wrote a blog directed to new entrepreneurs where I shared some of my experiences and advice. Here’s a tip I didn’t cover: Get the Gear. But before you get the gear, there are a couple of things you should keep in mind. Don’t Break the Bank I don’t want to be…


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.