Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I'll be exploring that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music and science.
…
continue reading
En este podcast te entrego datos e información sobre el poder que tiene el sonido y la música sobre el cerebro, el cuerpo, la mente y las emociones humanas. Y cómo, con este conocimiento y una ejecución impecable uno puede lograr, a voluntad, que las personas sientan o piensen de alguna manera. Te presento al Audio Branding, la herramienta más poderosa del universo de la comunicación.
…
continue reading
“AI, at least right now, is really adept at iteration, but not so adept at innovation. So I think it’s really good at augmenting the creative process, yeah, inspiring, but not necessarily great at coming up with something with all the nuances that, again, at a subconscious level, we might pick up on.” -- Steve Keller This episode is the second half…
…
continue reading
“We should be hearing diverse voices. As I like to say, if the only time we’re hearing voices of color is in advertising to those segments, then we’ve not just segmented those voices, we’ve actually segregated them. So let’s lean into sonic diversity. You’ll create better representation and a better relationship for your brands with those communiti…
…
continue reading
“For all of us, we are gaining our trust, our stability, our hope, our aspirations, our inspirations, all come to us through the medium of sound. Video is important, right? But FDR was able to keep a country from going mad on the brink of fear and concern and anxiety by fireside chats over the radio during the war. And we still look to our presiden…
…
continue reading
“Early on in that we noticed that there are so many people in the blind and visually impaired community that are underrepresented in the respect of entertainment, both as an entertainer and as the consumer. The only products they have are descriptive videos on Netflix or something like that. And so they can’t get the exact same experience as the si…
…
continue reading
“It’s definitely an important aspect of our lives, and we can start with a small thing, just, like, when you feel that something’s odd, just pause for a second and ask yourself what exactly is off. Is it the music? Is it the feeling? Is it, is there a physical need? Like, literally just pause it for a second and ask yourself this question. And it’s…
…
continue reading
“If you play on an instrument for a while, for example, every day for a week, for example, or something like that, you will start noticing that you have your own melody that you will play over and over again. And it could be that the melody changes while your emotion changes. It can be that, just the speed of the melody will change. But basically, …
…
continue reading
“Social media, if you want to be on all of the places, it’s a best practice to have your voice be represented in those places. But, also, the content is representative for that place. People go to Instagram with an expectation, they go to YouTube with an expectation, they open up your audio podcast with an expectation of a more immersive experience…
…
continue reading
“People either have a vision of a Utopian wonderland out there, that we’re going to create all this amazing stuff with AI, or, on the flip side, everybody thinks it’s going to be a dystopian wasteland when we start using AI, and everybody’s going to be out of work, and the robots are going to take over... And it’s very difficult to find anybody tha…
…
continue reading
“Specifically as it relates to voiceover, that was, the whole industry has shifted hugely, as you know, and it has democratized the industry a huge amount, which is, you know, I appreciate. You know, some people made a lot of claims about their studio when COVID first happened, and it wasn’t true. And so they would go on to live sessions, and there…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
The Journey from Music to Voiceover to Podcasting: A Conversation with Jamie Muffett - Part 1
30:57
“There was one we did a few years ago. This was while COVID was going on and it was with Nicolas Cage. And he was such a surprising guy. I mean, we all know, kind of… He’s an unusual fella. His films run the gamut really, and stylistically and genre. But he showed up early to get the tech right. He was super chatty. I always gauge, like, how someon…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
How to Improve Your Podcast Audio to Engage Listeners: A Conversation with Chris Stone - Part 2
30:43
“People are actually tuning in from their phones or, like, listening on Spotify or whatever while they’re shopping. And they actually measured how conscious people were of what they were spending. So yeah, it’s just really fascinating. It influences us in so many ways that I don’t even think we’re conscious of.” “Oh, absolutely. I totally agree wit…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Why Podcast Sound Quality Matters and How to Improve Yours: A Conversation with Chris Stone - Part 1
31:59
“An intro video needs to let people know, ‘Hey, this is who the show’s for, and this is what you’re about to see, what you’re about to witness.’ And that audio is a huge component of it. It has to really, just, it has to just feel right. There’s really not a way to explain it, even though that’s kind of my job here on a podcast is to explain it. Bu…
…
continue reading
“I think the biggest mistake most people, most businesses make when they go into that project is they think it’s a story about them, but the reality is it’s a story about your customer and how you help them in their story. And that’s the way we try to frame it. With the narration, with the visuals, with the music, from the story. It’s really trying…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
Audio Branding and its Impact on Consumer Recall: A Conversation with Mark Wonderlin - Part 1
25:10
“I think a part of that is because, you know, 75% of people, like, on Facebook, will not listen to sound, so they don’t really equate it as much, or they don’t understand the value of it. However, sound is very, like, people are very unforgiving when it comes to sound. So people take in 50% of the experience through sound and that’s a combination o…
…
continue reading
“The piano is the same way. The piano has a hammer that goes like that on the string. The harpsichord has a pintrip that is plucked, all right? What do you do on the guitar? You actually pluck the string or hit it like a hammer in a way. So, in a certain way of thinking, the guitar is not the stringed instrument that everyone thinks it is. On the o…
…
continue reading
![Artwork](/static/images/128pixel.png)
1
The Musical Journey of Guitarist Jonathan Taylor: A Conversation with Jonathan Taylor - Part 2
23:44
“And so the concert comes, and, about the ending piece of the concert. I didn’t know who I was. All that vanity and ego, ‘I’m a classical musician,’ all of that stuff, those labels go right out the window. And why is that? Because it’s down to survival time now.” -- Jonathan Taylor This episode’s guest is a California native who’s currently represe…
…
continue reading
“The way to get your rates up is to make them realize that you’re like the supply, and demand works in your favor if the supply is one, right? If you’re the only person doing this thing, not the only person mixing, not the only person doing, I don’t know, a Scottish Gen Z accent, I don’t know what the equivalent would be. It’s not just the only per…
…
continue reading
“It was when I started figuring out, without knowing what it was called, because I also didn’t have any marketers in my life growing up. But when I was finding gigs for myself when I was the freelancer, mercenary, playing with a bunch of different people, I had to learn what these people are looking for. How do I figure out how to let them know tha…
…
continue reading
When you think about shopping, what sound comes to mind? It might be the carts rolling up and down the aisles, or maybe the beeps of the scanners when you’re standing in the check-out line. Music might not be the first thing that crosses our minds, but it’s almost always in the background of our shopping trips, and it can have a surprising impact. …
…
continue reading
“If you take the, you know, Foley work and the soundtrack out of a movie and just show, you know, the film with just the dialogue, even a great movie, it just, it completely falls emotionally flat, right? It just it’s, you know, if George Lucas had not hired John Williams to do the score for Star Wars, it would probably be a little-remembered, B-gr…
…
continue reading
Las mejores películas, comerciales, aplicaciones y momentos de la vida tienen algo en común: La experiencia sonora. Crear esta herramienta conscientemente trae enormes beneficios si uno sabe cómo hacerlo.Pablo Aguinaga
…
continue reading
“I know, like, Apple Music is offering that, so you don’t have to have anything but a pair of headphones in order to listen to most music. And it’s even possible on some computers. I know, like, Apple MacBook Pros, if you just play through the speakers in the computer, it’s astonishing. It gives it, it’s got DSP built in that, just, basically, it s…
…
continue reading
“I was, like, on tour, I spent twenty hours driving all over Ohio, talking to different places. And I work from home, so I don’t drive a ton. And now I was, and I was listening to all these podcasts, and I was amazed how many times I had to ride the volume knob because somebody would be talking, and then somebody would come in and they’re much, a m…
…
continue reading
¿Qué tan cerca estamos de que la IA reemplace a los diferentes actores de la producción de creatividad y piezas para publicidad? En este episodio explico por qué considero que esto no va a pasar nunca.Pablo Aguinaga
…
continue reading
Innovar es tan riesgoso que pocos lo hacen; sin embargo, hay herramientas que muchas marcas tienen olvidadas en las que pueden innovar con riesgos menores y una capacidad de respuesta única.Pablo Aguinaga
…
continue reading
“And I hit play on it, and I hear ‘Hello, Dave, this is Michael Van Lahr from Nuremberg, Germany.’ I’m in the basement of my brother’s house. This is where I started. And that, which goes back to, it doesn’t matter. Just, just start. And my brother goes ‘Did he say Nuremberg, Germany?’ And I go ‘Yeah.’ And we just sat there for the longest time, ju…
…
continue reading
La música tiene muchísimo que ver con la percepción de calidad y servicio que las personas esperan, y es vital darles la percepción correcta si queremos más resultados.Pablo Aguinaga
…
continue reading
“I think sound has this ability. We talked about meaning, we talked about engagement, we talked about flexibility, versatility... but I feel like people are used to visual communication. They understand that there’s logo, animation and everything is like the sign, the bottom of the page, et cetera. I feel like you add this extra layer of surprise a…
…
continue reading
La música tiene muchísimo que ver con la percepción de calidad y servicio que las personas esperan, y es vital darles la percepción correcta si queremos más resultados.Pablo Aguinaga
…
continue reading
![Artwork](/static/images/128pixel.png)
1
The Psychology of Sound in Branding and Behavior: A Conversation with Valentin Fleur - Part 1
35:00
“I think, right now, I’ve noticed kind of two opposite trends. I don’t know if they’re opposite, but they’re very, very different. On one hand, I feel like my clients, my clients, they want to talk to their audiences for a longer period of time. They want to engage in a more conversational way. So, you know, they want to find the proper tone. We’re…
…
continue reading
Los seres humanos estamos cargados con recuerdos inconscientes de experiencias de vida o muerte. Saber esto y usarlo es una herramienta poderosa para comunicar.Pablo Aguinaga
…
continue reading
“Why not brand the sound so people know that they’re with a certain bank? Why not make it a little bit more ‘here’s your money’, which is a little bit more successful sounding, versus ‘don’t forget your card,’ which could be a little bit more alarming sounding. But you don’t want a bank to sound like a perfect human being. You don’t want an ATM to …
…
continue reading
El proceso común para lograr una acción comienza con un estímulo que genera un pensamiento; éste genera una emoción, y la emoción lleva a una acción. Sin embargo, es posible acortar este proceso con Audio Branding y lograr acción más rápida.
…
continue reading
“I was just looking at a LinkedIn post. And they’re talking about branding and strategy, and everything in there was visual. There was nothing about sound, nothing about texture, nothing about taste. And it all goes together in the brand and brand perception. But sound is so strong compared to sight. It directs. It helps direct sight. It helps inte…
…
continue reading
No sólo la felicidad vende, y una marca que conoce realmente a su público sabe que hay otros recursos que estratégicamente utilizados, dan mucha más efectividad.Pablo Aguinaga
…
continue reading
“Because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world because everything’s so fragmented. Um, people are not just sitting down at the TV at a certain time or listening to the radio together. You know, it’s a much more solo experience than it was when we were growing up. And I…
…
continue reading
¿Qué tienen que ver el equilibrio de sistemas y las ventas? Todo. Cuando se entiende este fundamento de la física y de la vida, se puede vender mucho más.Pablo Aguinaga
…
continue reading
“Usually the thing I love about sound is how it answers the question within a very short period of time. You don’t have to listen for very long, right? If you hear a message twice, you go, ‘Oh, that must be their message.’ Turned up in two ads, you know, like it becomes a current. I mean, to me, it’s obvious pretty quickly.” -- Josh Butt This episo…
…
continue reading
En este episodio te hablo de la importancia de mantener la atención una vez que la obtienes en un mundo repleto de estímulos que distraen a tu público.Pablo Aguinaga
…
continue reading
“I see in your videos and I hear your, a lot of your episodes and I could tell right away, Jodi, you do have fun. You laugh, you’re laughing right now, you’re smiling. I mean, you’re obviously having fun. And I obviously don’t want to be on a podcast with somebody that has a very straight face and has a monotone voice and is not laughing. I think i…
…
continue reading
“You wanna know the hobbies, they’re part of the psychographics. That’s the lifestyle. And I say this all the time: you’re not going to make any money if you’re a football podcast and you’re marketing yourself to baseball fans. And I say this. You’ve I got people coming to me saying, you know, ‘I have a sports podcast, but I’m not making any money.…
…
continue reading
La repetición tiene algunas funciones importantísimas en el cerebro y el comportamiento humano; y usarlo como herramienta es vital para la publicidad.Pablo Aguinaga
…
continue reading
“But you don’t know how that user is going to do it. Are they going to somersault through the entire level? Are they going to climb up a wall and jump down? And are they going to just sit in a corner for a while and then walk three steps and then sit in a corner for a while? You don’t know if somebody is going to, how somebody is going to play. And…
…
continue reading
En este episodio te explico cómo el predecir el futuro es una capacidad que si le permites experimentar a tu cliente, tus ventas se elevan enormemente. El Audio Branding tiene la herramienta perfecta para esto.Pablo Aguinaga
…
continue reading
“I didn’t realize it at the time, but that was my first introduction into user experience, right? Like a UX or user experience. It’s exactly that. It’s like I could put a microphone out in a storm and then all I get is like, you know, wind distortion and then the gain dipping every time there’s a thunderclap or something, you know, and it just soun…
…
continue reading
En este episodio descubrirás cómo esta herramienta es una de las más importantes en el momento de crear piezas de comunicación funcionales; y cómo esto es percibido por las personas. ¿Es algo que la inteligencia artificial puede lograr?Pablo Aguinaga
…
continue reading
“We had an up and coming musician here last week who, he’s being followed around by a Netflix documentary team, but, like, he knows that, like, every day he has to post something, you know, and he was talking about starting a podcast, because it’s another form of content. And I think it's just like one of the easier ways to, like, look into your da…
…
continue reading
En este episodio te hablo sobre el oído: Un órgano que va más allá de simplemente interpretar el sonido.Pablo Aguinaga
…
continue reading
“What we did with this product was, we’re trying to give people the benefit of using a mixer without necessarily having to be like the audio professional who went to school. Like, I hear all the time, anytime I meet someone they’re like, ‘Oh, the first board I ever used was a Mackie,’ and, like, we all learned on it. I, you know, we have them in my…
…
continue reading
“Yeah, there’s a real opportunity here. I mean there’s a trend here in the conversation that we talk about the nostalgia and these spots that keep coming back. There’s equity in that. There’s, I mean, the giant equity. Even in a seasonal piece of music. It really is the subjects that we talk about in for what it boils down to this consistency and p…
…
continue reading