I really like how Seth Godin prefaces the viewing of this video with the following statement.

Safe for work, audio is okay.

As our media and ad spend becomes more diversified it is important to consider the appropriateness of audio content in different environments.

For example, if your target audience spends most of their time accessing your on-line content/ads in the workplace, is it appropriate to have sound? And if so what is appropriate and how can the user protect him/herself from an embarrassing audio onslaught?

Where and when sound should be used is just as important to your sonic branding strategy as the type of sound you use, and of course determining this always starts with your audience.

Enjoy the silence.

Free Hearing Test

Via Chroma

Did you know that you can turn PDF’s into podcasts which can be downloaded with iTunes and RSS feeds.

Here’s an example and a shameless plug.

View PDF in iTunes

Sonic branding is a lot more than an audio logo, or well thought out brand sound track.

It is the total impact of sound across all your assets and touchpoints.

Noel over at IntentionalAudio.com has posted a very insightful article on the impact of environmental sounds on your employees, customers and brand.

He also provided a great list of books on music psychology and related topics which I’ve placed on de.licio.us where you’ll also find a lot of other resources related to sonic branding.

You can also read more about how we approach environmental sounds and “bleed” here.

Insect and nature sounds turned into music

Enjoy

Marcel

Mark Cohen over at Ad-Supported Music Central points us to an article by Martin Pazzani.

…a growing number of marketers are beginning to see the benefits of using audio… They use music and sound as an integrated, planned, strategic communication tool rather than a lowly production afterthought.

…I have seen brand recognition and awareness, ad recall, Web visits and consumer information calls all increase by double digits by using the same carefully selected brand-based music in all TV and radio ads for a year. This level of consistency was not boring or creatively limiting, but rather, it followed the basic principals of branding that have long been used in the visual world: consistency and differentiation.

Read the whole article here

Well worth a read if you’re interested in the art and science of sonic branding and moving beyond the jingle.