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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,…


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 them look 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…


The Power of Zero – Staying Strong During COVID-19

What I have to say will not apply to everyone. We all have different aptitudes, we all respond to a crisis differently (more on that in a moment), and we’re all in different stages of business. Some of us are sole proprietors, and some are responsible for many. But I’m confident that this will be…


Starting a Podcast During COVID-19

Lots of folks are turning to podcasting these days, and when I say ‘these days’ I’m referring to quarantine. Some are doing it because they’ve wanted to for a while and didn’t have the time until now. Others because they have nothing else to do. Whether you’re the latter or the former, go for it….


9 Tips for Putting Podcast Guests at Ease

When podcasting, you should have two goals in mind: -You want the listener to feel like they’re part of the discussion -You want the guest to forget you’re recording. And I believe these goals are not mutually exclusive. I think they both occur when the guests and hosts have found their rhythm, anxiety has been…


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…


Pardon Me? – Esoteric Language in Business

We’re gonna take a little break from Audio Branding and get into another subject in the business world that I think needs to be addressed; esoteric language. esoteric [es-uh-ter-ik]adjective1 understood by or meant for only the select few who have special knowledge or interest2 belonging to the select few3 private; secret; confidential Funny thing about…


Recognizing Success in Entrepreneurship

Working for yourself is very different from working for someone else. One of the big differences is how you recognize and measure success. In a “normal” job, people get promotions, raises, pats on the back from a boss. When you’re your own boss, these things don’t happen. Or do they? If you’re looking for conventional…


I (sort of) Invented Something – Double Reverse Effect

I’m always fascinated by the parallels between the visual and auditory realms. Many of the techniques and qualities of video, film, and photography often have auditory counterparts. If I see something interesting done in a film or a picture, I often ask myself, ‘How can I do that with sound?’ Sometimes there is no aural…