Chapter
01 Wake up to the power of audio branding
You have an audio identity – whether you’re managing it or not
Audio branding: it’s not just a sound – or a jingle – but a system
Welcome to your worldwide language
On the horizon: the sound of the lifestyle gains on the sound of the product
The easiest big thing a company can do for a brand
Guest perspective: Michaël Boumendil
02 Audio branding in the digital age
Welcome to the new marketing landscape
The value of branding: some initial ways to determine it for your brand
Guest perspective: Ben DiSanti and Ken Hicks
03 It’s time we came to our sensory marketing
Marketers have already set their sights on visual branding
What does taste mean in the world of sensory branding?
Let’s get in touch with the key idea behind tactile branding
Time to sniff out the status of olfactory branding
And now for some sound thoughts on auditory branding
So who should consider audio branding and why?
Guest perspective: Charles Spence
Case: Nestlé, La Roche-Posay and Louis XIII Cognac
04 Welcome to the world of audio branding
Resilience within a defined structure
Identify your brand’s touchpoints – especially where sound design can improve the experience
Guest perspective: Ramón Vives Xiol
05 The search for your sound
Symbols, sounds, and structure
Universal vs local. Consistent vs varied
Six audio-branding dos and don’ts for marketers
Guest perspective: Mickey Brazeal
Case: Roland Garros/The French Tennis Open
Deconstruction and layering
Which creative execution?
A simple online questionnaire
Guest perspective: Gene Topper
07 The audio-branding process
A familiar process but an exciting one
Brand briefing and analysis
Guest perspective: Neil Gains
Case: Atlanta Convention & Visitors Bureau (ACVB)
08 How to launch your audio brand
More on the mighty Audio Style Guide
Audio Style Guide: an example
Guest perspective: Ellen Byron
09 Maintaining and evolving your audio brand
United Airlines: a long off-and-on-again relationship with Rhapsody in Blue
Counter-intuitive but true: protect your audio brand by not playing it
Guest perspective: Janet Borgerson and Jonathan Schroeder
10 Music and sound design in environments
The trapped audience for environmental music: the staff
What to do? Sorry to sound like a broken record: it’s all about values
Bringing the shopper back to the spirit of the brand
Zoning and dayparting: creating specific moods within the same environment
Environmental sounds: great opportunities for wit and humour
Guest perspective: Mickey Brazeal
Case: Barnes-Jewish Hospital
Audio Branding
：Using Sound to Build Your Brand
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