The concept of audio branding for destinations is intriguing. But why should places consider using this technique in their brand strategies? Steve Keller of iV Audio Branding introduces us to the emotive power of sound and discusses how it can be used to create lasting identities for places. Steve, why should destinations use sound in …
As more and more people encounter Web video without any sound playing--particularly on Facebook--marketers and advertising creative executives have had to adjust how they shoot commercials. That means many of the conventions of classic TV advertising are being thrown out of the window. But no-sound video has opened up new forms of visual communications--while also borrowing tactics from the silent movie era, say ad creatives.
“What song are you?” In a brief moment of downtime the other day I did one of those online personality tests, where the resulting song is meant to represent your personality. I shared it with my friends on Facebook and...
Connecting directly to emotions, audio branding is a powerful tool for communicating brand values and making your brand instantly recognisable, even to customers who have their eyes shut (Not just a jingle, EyeforTravel, October 5, 2015). At times, however, audio branding efforts don’t quite work out as planned, and there are some valuable lessons to be had from this. 1. Anticipate confusion
You’re not imagining it, Morrisons really does play the best music in the country. We go 'Behind the Music', VH1-style, with retail's best algorithmic DJ. *Daft Punk used for illustrative purposes only*
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