227 episodes

Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I'll be exploring that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music and science.

Audio Branding Jodi Krangle

    • Education
    • 5.0 • 86 Ratings

Keeping a consistent sound in how you present your company really is the "hidden gem" of marketing. But audio or sonic branding influences us in many different ways and in many different places within our lives. Education is key! I'll be exploring that here, both with my own observations and by interviewing knowledgeable professionals in the field of advertising, marketing, music and science.

    The Art of Audio Branding: A Conversation with Laurence Minsky - Part 2

    The Art of Audio Branding: A Conversation with Laurence Minsky - Part 2

    “Why not brand the sound so people know that they’re with a certain bank? Why not make it a little bit more ‘here’s your money’, which is a little bit more successful sounding, versus ‘don’t forget your card,’ which could be a little bit more alarming sounding. But you don’t want a bank to sound like a perfect human being. You don’t want an ATM to sound like a perfect human being saying ‘Hey, Jodi, you forgot your ATM card,’ you know.” -- Laurence Minsky
     
    This episode’s the second half of my discussion with author, branding expert, and media marketing professor Laurence Minsky, as we talk about the role of human voice in a world of AI, how companies can stand out in an audio-first world, and the prospect of an audio-driven, screenless future.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:01) - The Importance of Sound in Communication
    The second half of our conversation starts as Laurence talks about the growth of audio-first devices and how much more convenient sound can be for consumers. “It’s getting easier and easier to put sound into everything,” as he puts it. We also talk about the increasingly blurry line between human and AI voices, and what role each might play as AI continues to evolve. “Your ears will pick up that something’s not right,” Laurence says. “So maybe in some situations that might be okay, but probably not for most connections and communications that need and want some humanity involved.”
     
    (0:09:24) - The Common Misconceptions of Audio Branding
    We also discuss the different techniques employed by visual branding, and how audio branding is starting to catch up. “You know,” Laurence explains about both visual and sonic logos, “What kind of font are we picking? What kind of color? The same kind of consideration should go into an audio brand.” The topic also turns to the prospect of a world where most of our devices are run by sound rather than by sight. “People get more comfortable with sound and talking to their computer,” he says, “as opposed to typing at their computer and Talking to their phone, not to a friend on the phone. I think that’s one of the few things we don’t do on our phone these days is actually talk.”
     
    (0:20:06) - Voice and Audio Branding Impact
    “How do you stand out,” Laurence asks, “when all you’re being, all you have, is sound, when you’re just being heard, that’s it. There’s no visual at all.... that’s part of what audio branding helps solve.” He explains the value of sonic branding in our increasingly audio-first world and the opportunities it offers to companies with a

    • 32 min
    Let's Explore the Power of Sound: A Conversation with Laurence Minsky - Part 1

    Let's Explore the Power of Sound: A Conversation with Laurence Minsky - Part 1

    “I was just looking at a LinkedIn post. And they’re talking about branding and strategy, and everything in there was visual. There was nothing about sound, nothing about texture, nothing about taste. And it all goes together in the brand and brand perception. But sound is so strong compared to sight. It directs. It helps direct sight. It helps interpret what you’re seeing.” -- Laurence Minsky
     
    This week’s guest is a professor of advertising and social media marketing at Columbia College Chicago. His unique perspective, shaped by his early exposure to diverse music and a family deeply rooted in advertising, has fueled his success in the industry, and in our interview, he retraces his journey from being a music enthusiast to a respected advertiser, sharing captivating stories of his early interactions with sound and music. He’s an advertising, branding, and marketing consultant for many of the world’s leading brands, and the co-author of numerous best-selling marketing books, including a personal favorite of mine, Audio Branding: Using Sound to Build Your Brand.
    His name is Laurence Minsky, and this is a conversation I’ve looked forward to sharing for a long time. If you’re interested in the power of sound, there’s a lot of great information in store.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:01) – Embracing the Power of Sound
    We begin the episode with a look back at Laurence’s early memories of sound and his dad’s love of classic rock. “He took me to as a really, really young kid to Led Zeppelin,” Laurence recalls, “where I was, like, in the tenth-row center, so there was the stereo sound you’d hear” He also shares his first foray into audio branding, and how he discovered his enthusiasm for sound. “I was a psych major,” he says, “and I wanted to combine my interest in psychology, my interest in not just music but, you know, media and my interest in writing into one career. And advertising was it, since I knew about it.”
     
    (0:11:27) - The Importance of Sound in Branding
    We also discuss the power of branding, and how negative brand awareness can even overcome our firsthand impressions. “I read some research,” Laurence says, “about a large brand and pizza and, you know, in a blind taste test it scored off the charts. But then, when they put the company name on the pizza, it scored below the floor, you know, as if it was awful.” The conversation turns to the unique power sound has over visual marketing to shape a brand. “What is the definition of the brand?” he asks. “How does it get defined? What does it look like? That’s really more...

    • 29 min
    How to Amplify Your Brand's Impact: A Conversation with Josh Butt - Part 2

    How to Amplify Your Brand's Impact: A Conversation with Josh Butt - Part 2

    “Because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world because everything’s so fragmented. Um, people are not just sitting down at the TV at a certain time or listening to the radio together. You know, it’s a much more solo experience than it was when we were growing up. And I think lots of people aren’t seeing the same stuff or hearing the same stuff. And so therefore it’s very difficult for brands to make an impact.” -- Josh Butt
     
    This week’s episode is the second half of my conversation with award-winning content creator, sonic branding expert, and Ampel co-founder and Chief Production Officer, Josh Butt as we talk about the shifting podcast marketing landscape, the rise of audio AI and its impact on the industry, and which famous sonic logo still triggers a Pavlovian cue in Josh’s brain even decades later.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:01) - The Importance of Sound in Marketing
    The second half of our discussion starts with some of the most famous sonic brands of the decade, some of which have reinvented themselves while others found a tried-and-true sound. “They spent a lot of money and time and efforts,” he says about HBO’s distinctive melody, “to figure out if they should change it and the answer was no, and bravo, because, they didn’t need to change it.” We talk about the increasingly crowded podcast market, with advertising expected to double within the next two years. “Everyone wants a podcast,” Josh says. “Everyone wants an ad, Everyone wants a sound.”
     
    (0:20:29) - Evolution of Sonic Brands
    We also discuss the breakthrough in AI over the past year, particularly in sound and music, and what it means for both brands and content creators. “Well, we’re gonna hear a lot about AI voices and AI music,” he says, “and I think you know we should jump on that.” Josh also tells us about the dangers AI music might pose, from creator livelihoods to a homogeneous sound that makes it more difficult to stand out. “They’ve got a big problem,” he explains, “because they’re gonna end up being very bland... it won’t be distinctive, it won’t be memorable, it won’t be hummable, it won’t be singable.”
     
    (0:23:56) - Branding and Advertising in Media Landscape
    We also talk about the power of sound to shape lifelong impressions and Pavlovian habits, whether it’s Intel’s unforgettable four-note logo or, in Josh’s case, EA Sports’ classic “It’s in the Game” motto. “You know it’s a game,” he says, “but the Pavlovian response that exists... it...

    • 29 min
    From Music to Marketing: A Conversation with Josh Butt - Part 1

    From Music to Marketing: A Conversation with Josh Butt - Part 1

    “Usually the thing I love about sound is how it answers the question within a very short period of time. You don’t have to listen for very long, right? If you hear a message twice, you go, ‘Oh, that must be their message.’ Turned up in two ads, you know, like it becomes a current. I mean, to me, it’s obvious pretty quickly.” -- Josh Butt
     
    This episode’s guest is the Chief Production Officer of Ampel and an award-winning content creator of podcasts, TV, audio ads, and video content with over 25 years of experience. With an ear for sonic logos, musical stings, and funny ads, his work makes audiences laugh, think and act.  He’s won a number of awards along the way and has previously worked at MediaCom, Storylab, ABC, and Triple M. A VCA and Monash Business school graduate, he’s a past participant of The Observership Program, a former lecturer at the Australian Film, Television, and Radio School, a former board member of Co-Curious / Curious Works, and he currently sits on the Create NSW Multi-Arts Board.
    His name is Josh Butt and if you’re interested in learning more about the correlation between sound and memory, where humor fits into advertising, and how companies can make the best impact with curated sound, stay tuned because you’re going to want to hear what he has to say!
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests.
    If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:00) - From Music to Advertising
    We start off with a look back at Josh’s early memories of sound, which, in his case, turns out to be the infamous “your door is ajar” car alert from the ‘80s. “It was a cool car,” he recalls. “I mean, sorry, it wasn’t a very cool car, but it had a great sound. That’s probably the first sound that I can think of.” Josh tells us about the importance of being adaptable in the Australian market, and how it led to him taking on a range of audio roles. “I had a business degree,” he says, “and so falling into the producer line sort of became my thing because I could communicate with all the creative people.”
     
    (0:07:14) - Analog vs Digital Media and Sonic Branding
    Josh also tells us about his early work with analog tape vs. digital audio, which one he prefers, and how his early days in podcasting led him into audio marketing. “Sonic branding has really been a focus of mine,” he explains, “as well as making radio ads and podcast ads that are for the audience.” We talk about some of the famous brands he’s worked with and the enduring impact a sonic brand can make.  “They’ll be reaping the rewards from this,” he says about the famous McDonald’s jingle, “for twenty years because what...

    • 30 min
    The Magic of Podcasting: A Conversation with Bruce Chamoff - Part 2

    The Magic of Podcasting: A Conversation with Bruce Chamoff - Part 2

    “I see in your videos and I hear your, a lot of your episodes and I could tell right away, Jodi, you do have fun. You laugh, you’re laughing right now, you’re smiling. I mean, you’re obviously having fun. And I obviously don’t want to be on a podcast with somebody that has a very straight face and has a monotone voice and is not laughing. I think it depends on what the topic is. Oh yeah, definitely.” -- Bruce Chamoff
     
    Have you considered starting a podcast but are unsure of what direction to take? Tune into the second half of my conversation with World Podcast Network CEO Bruce Chamoff where we touch on various aspects of podcasting, from reasons to start one to the importance of content creation and audio quality to social media management. We’ll help you understand how a podcast can help you monetize, establish yourself as an expert or influencer, or just provide a platform to express your passions.
    We also discuss the technical side of podcasting, particularly the need for good audio quality and how it can affect your listener’s experience. Bruce and I explore the podcasting equipment marketplace and how to enhance sound quality in less-than-ideal environments. We also discuss the role of social media management in building an online presence and its challenges. So whether you’re looking to start a podcast or already have one, this episode is packed with useful advice and insights to help you succeed in the podcasting realm. Listen in as we help navigate the exciting world of podcasting!
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:01) - Reasons to Have a Podcast
    The second half of our conversation starts with Bruce’s advice on keeping podcasts lively and the listeners engaged. “I hear the episode,” he says, “and the podcaster is very, very dreary, right, Very, very monotone. They don’t have that joy, they don’t laugh and, yeah, I can see why people think that podcasts are boring.” He also tells us about his first music podcast and how its lessons helped inspire him to create the World Podcast Network. “But now just running the podcast network,” he explains, “it’s just more. It’s it’s more of a purpose for me to actually educate people in podcasting.”
     
    (0:07:52) - Content Creation and Podcast Marketplace
    Bruce also tells us about his experiences as a musician with Spotify, and how the online era has transformed what it means to be a recording artist. “First of all,” he tells us, “albums supposedly are not like, they’re coming back, but they’re not as active as they were like in the ’70s and ’80s, because Spotify changed the entire game with that.”

    • 19 min
    Converting Passion into Profit: A Conversation with Bruce Chamoff - Part 1

    Converting Passion into Profit: A Conversation with Bruce Chamoff - Part 1

    “You wanna know the hobbies, they’re part of the psychographics. That’s the lifestyle. And I say this all the time: you’re not going to make any money if you’re a football podcast and you’re marketing yourself to baseball fans. And I say this. You’ve I got people coming to me saying, you know, ‘I have a sports podcast, but I’m not making any money. Why am I not?’ Well, what sports are you talking about?” -- Bruce Chamoff
     
    This episode’s guest is a web developer, musician, marketing visionary, and the CEO of the successful World Podcast Network. His passion for music started at the tender age of six, and his journey since has been nothing short of inspirational. He’s also a pioneering podcaster, having started his podcast network to promote both his own music and local musicians from Long Island, New York.
    Podcasting has seen a remarkable evolution over the years and he’s been a consistent part of it, adapting and thriving amidst the changes. He shared how the pandemic led to an explosion of new shows on his network, pushing it close to a thousand. With the ever-increasing number of social media platforms, streaming services, and podcast hosting sites, the competition is fierce, but he’s undeterred. He emphasizes the importance of targeted marketing, and understanding your audience
    His name is Bruce Chamoff, and he has a lot of advice to share, whether you’re a podcaster, a musician, or just looking for better ways to get your message out into the world.
    As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com where you’ll find a lot of ways to get in touch. You can also join regular Clubhouse chats in The Power of Sound House every Wednesday (check the schedule for times). Plus, subscribing to the newsletter will let you know when the new podcasts are available, when new audio rooms are scheduled and what they'll be about, and it'll give you access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. If you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help – and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
     
    (0:00:01) - Musician’s Journey
    As the episode starts, Bruce talks about his earliest experiences with music and how they helped shape his career in sound. “I’m a songwriter and musician,” he says, “so I played piano starting at six years old and used to airplay the piano to Elton John songs... the music just moved me enough to want to be a musician and write music,” We talk about the birth of podcasting and how Bruce’s longtime dream of being a DJ and sharing the music he loved with others, found new life as a podcaster. “That desire stayed with me for years,” he explains, “and then, when podcasting came out in 2005, I decided ‘let me build a network and include as many podcasts as I can’ – and that’s how it was born.”
     
    (0:05:42) - Podcasting Success and Industry Changes
    We also talk about podcasting before and after the pandemic, and how the shift to virtual meetings and working from home helped podcasting explode into the mainstream. “Before the pandemic,” he notes, “the podcast network had only about 200 shows. Now we’re almost close to...

    • 25 min

Customer Reviews

5.0 out of 5
86 Ratings

86 Ratings

PlayinGmes ,

Great show

Jodi has a terrific voice and great podcast. The content is meaningful and substantive for serious podcasters, folks interested in audio, and anyone interested in learning how audio — sound — can enhance their brand. Well done Jodi!

lyrical70 ,

Great Show!

This show makes you think about sound in a whole new way. I would never have thought I’d find this so interesting but I do and her voice is so soothing!

HeatherFormerHooter ,

Amazing voice & knowledge

Jodi’s voice and knowledge of audio is impressive—and I’m not easily impressed!

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