Audio Branding Using Sound to Build Your Brand [Paperback]

Audio Brandingis a concise, practical guide on the influential world of audio branding - what it is, why it's important, and how it can be used to enhance a brand. Consider the familiar tune of a branded ringtone, the bubbly sounds of Skype, and even the chosen sound bite for a branded car unlocking as the driver presses the key. How do these choices tie into a wider brand identity? Which emotions do they spark, and most importantly, how do these choices enhance brand association with the consumer?

Audio Brandingdelivers fascinating insights into this area of marketing, underpinned by practical step-by-step guidance and cutting-edge research to enhance brand loyalty through user experience. Written by authors who have contributed directly to the development of this field, the book contains an enlightening set of case studies, including companies such as Renault (a surprisingly emotional audio brand) Atlanta Convention & Visitors Bureau (an warm, energetic audio brand), and Michelin (a globally coherent audio brand). Covering issues such as the dominance of audio-enabled devices and the phenomenon of continuous partial attention,Audio Brandingdemonstrates how brands can infuse sound into so many different aspects of their identity, building in a subtle longevity of brand presence through daily user experience.

* Features a foreword by Dr Philip Kotler; * Explains why audio branding (examples of which include the Skype intake of breath, the noise an iPod wheel makes as it clicks, and the sound a particular brand of car makes when a key is inserted in the ignition) is a crucial element of brand development; * Explores immediate and upcoming topics such as audio-enabled devices, digital touch points, and continuous partial attention.; * Provides practical, step-by-step instructions to enable readers to build an audio language to enhance their brand.; * Draws real life relevance with insightful case studies on companilW