Audio Branding

Laurence Minsky is Associate Professor, School of Media Arts, Columbia College Chicago, and author of many leading books on advertising, branding, and marketing. He is also an award-winning marketing strategist, creative director, and copywriter focused on creating innovative and effective branding and cross-discipline marketing solutions. His consulting practice serves a broad range of B2C and B2B clients from the emerging to global leaders. Colleen Fahey is US Managing Director of Sixième Son, the world's leading audio branding and sound design agency. Throughout her career, Colleen has worked for major marketing organizations on some of the leading brands in the US, Europe, Latin America and Asia.

Chapter - 01: Wake up to the Power of Audio Branding;
Chapter - 02: Audio Branding in the Digital Age;
Chapter - 03: It’s Time We Came to our Sensory Marketing;
Chapter - 04: Welcome to the World of Audio Branding;
Chapter - 05: The Search for your Sound;
Chapter - 06: What Gets Measured;
Chapter - 07: The Audio Branding Process;
Chapter - 08: How to Launch your Audio Brand;
Chapter - 09: Maintaining and Evolving your Audio Brand;
Chapter - 10: Music and Sound Design in Environments;
Chapter - 11: Glossary

"This book rings true. Written by marketers, not musicians, the authors make it clear why a brand needs its own tailor-made musical vocabulary to thrive. Full of stories and tips, supported by academic studies, and illustrated with cases, it's a great read. A must for anyone who is building or defending a brand today."

"If you can conjure up Intel's audio logo, you can start to understand the power of distinctive proprietary sounds... Just as a visual identity creates coherence across trans-media touchpoints, so does an audio identity. Minsky and Fahey deliver a comprehensive guide to conceiving and designing audio branding in the digital age. This book will help you design with sound."

"We've created scores of audio branding concepts in our ideation sessions, but it never occurred to me - nor did I have the tools- to create an audio branding strategy for our clients. The heavens have opened up and the trumpets have sounded, now that I understand the how and why of Audio Branding!"

"Audio Branding is the piece of marketing we have been missing for years. And no one until now has explained audio as branding in such a strategic way. Minsky and Fahey provide a detailed roadmap and process to get others to hear your brand as well as they see it."

"Fahey and Minsky not only introduce the concept of audio branding and the steps that marketers need to take, but also teach readers how to be active listeners; an essential skill for anyone trying to make 'sound' decisions (both meanings intended). The authors' cheerful enthusiasm for the subject and well-placed guest essays make it a fun and informative read."

"The research summary of results on driving purchase intent, building brand authenticity, emotional connection and message delivery is compelling. Beyond advertising, and less expected, are the B2B applications at meetings and trade shows, digital applications and retail environment applications. I hadn't thought about these opportunities, or of the research linking food or beverage taste experience and the music being played. Until reading the book, I was not aware of the range of applications and results from audio branding."