Audio Branding Jodi Krangle

“I don't know if in Canada or in the States the sounds are different, but here, Toyota, for instance, is very abstract, high-pitched, it's a bike or like 'peeeeee,' like this, for instance. The Renault is more reassuring, more warm, it's welcoming, it's a little bit more, you know, it's less cold than other sounds."
"Sure, yeah. Well, I guess maybe if it doesn't focus specifically on the sound of the engine, but even the engine sounds have been changing over the years right, yes. They're getting, like you said, they're getting softer or they're getting electric."
“Yeah, absolutely” -- Andrea Cera
 
My next guest is an Italian sound designer and composer, classically trained in piano and composition, along with extensive learning in computer music. Since 1998 he's created over 40 soundtracks for contemporary dance and theatre works. He's collaborated with the prestigious Casa Paganini – InfoMus, a research center and university in Genova, on research projects about cross-modality and human movement sonification, and a few years ago he began a collaboration with IRCAM and Renault for the design of external electric car sounds, from Renault Zoé to the new E-Tech 2022.
His name is Andrea Cera and if you’d like to know more about designing sound for a purpose, he’s definitely the right person to ask. We’ll cover both sides of the coin, from subtle soundscapes and ambiance to aggressive music and even using noise as art. It’s a fascinating discussion, so stay tuned!
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. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And 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 Power of Sound
As the episode begins, we talk about sound's power to move its listeners, to spark powerful emotions like excitement and fear, and even, in one case that Andrea recalls, to stop a riot. "There is one moment," he says, recounting the infamous 1969 Altamont Free Concert, "where The Thirteenth Floor Elevators play, and the girl who sings, they see a riot, and she starts calming the people, and she has this, like, in, I don't know, ten seconds. She talks like with your tone, like this, and the riot stops."
He also tells us about how the power of sound first inspired him as a young man when, while working in the theater, he saw for himself the effect his music and sound design had on audiences. “And it was around that age,” Andrea explains, “that I really started to say, wow, I mean, what you learn studying composition really works in a kind of subconscious way” He also explains his philosophy when it comes to sound design, and how, when it comes to audio, less is often more: “For me, design is distillation, it’s taking away and just using the minimum necessary to convey a sensation.”
 
(0:12:25) - Car Sounds and Branding Evolution
Our conversation turns to Andrea's sound design work with electric and self-driving vehicles, and the challenge of holding a driver's attention in what might...

“My now retired business partner, who was the head composer for this company for years and years and years, he put that perfectly, and he said, I remember he talked to a young composer. He said, ‘Look, at the end of the day, it’s the difference between art and craft,’ said, ‘when you’re making your own music and you’re doing your own thing, it’s art, it’s art for you. You’re the artist and you’re making it and you can make it whatever you want, whatever you want. But when you’re making something for a brand, it’s a craft. You’re being hired to make a specific thing.’" -- Jack Bradley
 
Can you hear a brand? This week we continue to explore the world of audio branding with our audio expert and executive producer Jack Bradley. In the second half of our conversation, we talk about how the creation of music for a brand is a delicate blend of skill and ingenuity, between time constraints and client expectations. The sonic branding landscape has evolved drastically amid the pandemic, with the boom of podcasts and TikTok reshaping how we perceive branded music. We explore what this means for brand recognition when this happens and how a deeper understanding of a brand can lead to a refined, recognizable audio identity. Issues of negotiation, payment, and licenses in sonic branding are also touched upon, revealing the underlying complexities of this booming industry.
We also delve deeper into the converging worlds of AI, remote work, and audio-first social platforms. With AI-generated music, who holds the creative rights? How is the rise of influencer musicians impacting the industry, and how is the potential for more branded content shaping the future? Jack also takes us behind the scenes, sharing the best online audio resources and offering a sneak peek at some of his current sonic branding projects.
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. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And 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) - Audio Branding
We explore the difference between art and craft when it comes to audio branding. As Jack puts it, “When you’re making your own music and you’re doing your own thing, it’s art, it’s art for you. You’re the artist and you’re making it and you can make it whatever you want, whatever you want. But when you’re making something for a brand, it’s a craft.” We discuss how clients will often pay for an audio brand and then neglect to use it effectively, as well as the challenge of having to work within the constraints of time and budget. We also explore the role data plays in decision-making, and how quickly the branding situation can be changed if the numbers just don’t match up.
 
(0:05:46) - The Impact of Sonic Branding
Jack talks about the pandemic and how it changed the sonic branding game with the explosion of podcasts, remote work, and TikTok. “For us,” he explains, “like, we now have a whole arm that does audio post, and I would say 85% to 90% is remote, is done through Zoom calls.” We...

“I would just play these crazy ‘80s drum beats and then I’d play on top of it and it was like the coolest thing ever. So it always became this really important thing to me too, and I couldn’t describe it in any way professionally at all. I mean, I was just a kid. But I was thinking about this like, I don’t know. I assumed some kids were, like, super into BMX bikes or something. Like, this was like my thing, and I think, again, that just really helped push me into that world.” -- Jack Bradley
 
What does it take to craft the perfect sound that lingers in your mind long after you’ve seen an ad? This is a question veteran sound designer and HiFi Project CEO Jack Bradley, with over 25 years of experience in the content music and audio industry, has dedicated his career to answering. In this episode, we explore the intricacies of audio branding and uncover the latest industry trends and the power of sound in shaping viewer’s perceptions. Jack takes us behind the scenes, revealing the technical process involved in sound design, from session booking to mastering such resources as Pro Tools. As the audio landscape continues to evolve, we delve into the shift from creating to curating as well as the expanding market for custom music for campaigns. We also discuss the implications of using non-exclusive music and the importance of creating unique content.
Our discussion also explores the role of sound in TikTok advertising and how the emergence of social media platforms has transformed sound design. Jack provides invaluable insights into creating short, impactful tracks for a variety of online platforms. From seven-second spots to fifteen-second TikToks, learn how he has successfully crafted effective soundtracks for various campaigns. If you want to learn more about what sort of audio goes into creating a great ad campaign, stay tuned.
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. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And 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) - The Power of Sound in Advertising
As we start the episode, Jack shares his personal journey into the field of production, drawing upon his mother’s passion for the piano and how it helped shape his love of music, as well as classic cartoons like Bug Bunny’s “Rhapsody Rabbit” that first introduced him to classical composers. “They used a ton of it,” Jack recalls from his childhood, “and why not? It was public domain, and they had access to it. I know that there’s a ton of literature out there that talks about the power of Looney Tunes and Warner Brothers and using classical music, but that one, in particular, has always stuck to me.”
 
(0:09:01) - Early Inspiration for Music
Jack also shares his passion for analog synth music of the 1980s and how it made a lasting impression on him. “Especially the very thematic stuff that was happening,” he explains. “The theme from Knight Rider or like Tangerine Dream and I remember the theme from Street Hawk. I thought

“But if it’s a narrator, which it is, like, 90% of the time, why would you need to know their gender as long as they’re getting the message across? You wouldn’t be wondering what color shirt they’re wearing, why do you need to know what gender they are? So I’m really pleased that the industry is heading in this direction, and I’m even more pleased that clients have so far been very receptive to it. Yeah, it’s great.” -- John Sanfilippo
 
Are you ready to hear the roar of a Ferrari's engine like never before? Get set for an immersive journey into the world of sonic branding with John Sanfilippo, an expert in the field. Together, we explore the concept of audio logos and how industry-specific sounds can create a powerful sonic logo. We discuss the innovative ways Ferrari and Harley Davidson leverage their unique engine sounds within their branding and explore potential criteria for businesses looking to tap into sonic branding.
We also touch on the future of sound in branding and delve into thought-provoking scenarios such as reactions to non-binary voices as well as the impact of AI and synthetic voices on the industry. John shares intriguing insights from his experiences, shedding light on how the next generation could play a pivotal role in shaping the future of sound. Whether a small business or a large corporation, our conversation is packed with valuable insights to help you forge a stronger bond with your customers. Stay tuned for a fascinating look at just where audio branding might be heading next.
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. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And 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) - Sonic Branding in Marketing
I talk with John about using sound from an industry in an audio logo, incorporating product sounds into a sonic logo, and how car companies are shifting from using the outside of the car to get the ambiance to the inside. We also chat about how Ferrari uses the roaring engine sound and Harley Davidson has tried to trademark the sound of their engines. “It’s a very distinctive sound,” John tells us, “yeah, because I mean, you can rev like a, you know, a Honda Civic and it’s not going to sound all that cool. But if you’ve got like a Dodge Charger, it’s going to have a very distinctive roar.”
 
(0:07:47) - Audio Branding
The conversation turns to the importance of sound in business, and how audio branding can create an emotional connection with customers. We discuss the varying scales of business and how that can affect the price of audio branding services, and about the resurgence of the full-sing jingle. “It’s fun,” he says about Tic Tac’s new jingle, “it’s you know, it’s on point. It fits the brand and it’s catchy, and it’s not catchy in an annoying way. It’s engaging and it’s fun, and it doesn’t take itself too seriously and I think it works really well. So I'm curious to see where that goes in the coming years.”
 
(0:22:45) - The Future of

“Loyalist College, they have their own marketing people, they had just done a visual rebrand, so it was the perfect time for a sonic – not even a rebrand, they never had any kind of sonic strategy. So that was very exciting. And they had this new young marketing team too, and they were really receptive to new ideas, and they had this agency on board that had done their visual rebrand and their overall rebrand, and they were great to work with too. So it was a longer process and it was more involved, but it was all the right people on board, so it did go very smoothly even though it took a bit longer. Whereas that real estate agent, that was also a great experience, but it was just a completely different thing because I realized I'm not really branding a business, I'm branding a person." -- John Sanfilippo
 
This week’s guest has had a storied career, from music to media and advertising, and then to their synthesis in audio branding. He founded the sonic branding and production company now known as SoundWise in 2012, and he’s worked with businesses big and small to bring their brand into the realm of sound. His name is John Sanfilippo and in this episode, we’ll be unpacking his journey into audio branding and how the industry has transformed into the powerhouse it is today.
One of the most intriguing aspects of our discussion was the creation process of a sonic identity, a signature sound so unique it resonates without visuals or words. We dove deep into the connection between voiceover and sonic branding communities, reminisced about early sound experiences that have left a lasting impression on us, and even ventured into the iconic album Thriller by Michael Jackson. All the while, John expertly guided us through the process of using a brand's media, touchpoints, and environments to craft a compelling and recognizable sonic identity.
John also shed light on the nuances of audio branding for different-sized companies and the importance of understanding the emotional core of a client. We chatted about the creative push that comes with fresh ideas and the importance of integrating non-musical elements into audio logos. So, tune in, get comfortable, and let your ears guide you on this exploration of sonic branding.
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. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And 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 Power of Sonic Branding
John shares his journey of how he got into audio branding and how it has evolved over the years. “The industry is very interesting right now,” he says, “because there are so many people doing it, but there isn’t anybody necessarily flying the plane. You know, there isn’t like one sort of authority figure saying this is how it is now, which I think is probably a good thing.” He explains the process of creating a sonic identity that is so distinct and consistent that it could work without visuals or words and shares his tips and insights on branding with sound today and about what the...

“One of my clients said, you know, he literally stopped doing gigs for free or for a low pay because he was able to just stand in his body and realize that some part of his inner body was saying to him ‘you're worth more than this.’ And so he was able to hear that within himself, and it helped really shift that mindset, and so now, he said, ‘I'm doing way better gigs and I'm always saying ‘this is my price, that’s it,’ you know,’ and, and when you say it and do it in this powerful but grounded state, people respond to you better as well.” -- Danielle Soccio
 
This episode’s the second half of my discussion with singer, speaker, and creative mentor Danielle Soccio as we discuss how she’s helped clients recognize their true worth, how the value of creativity has changed in recent years, and how sound can help us celebrate our authentic selves.
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. Plus, subscribing to the newsletter will let you know when the new podcasts are available and access to a resource called The Studio with lots of interesting sound-related mp3s, videos, educational pdfs, and exclusive discounts from previous guests. And 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.
 
Recognizing Your Value
"One of my clients came to me,” Danielle recalls one of her most memorable mentoring successes, “because she'd had this dream of always wanting to sing, to perform, and she thought that's why she needed to see me." We talk about how those voice lessons instead led her client to realize how much she hides her true self from others and to find the courage to speak with her own voice. We also talk about her work with musicians, and how the age of Spotify has only worsened the tendency of young artists to sell themselves short. "Some of my clients used to perform for free and to perform for very little,” she explains. “It's a very common thing for musicians to undervalue themselves."
 
The Inner Self
Our discussion touches on art in the digital age and how the convenience of online audio may have also helped devalue it. "I think people value the arts to a certain point,” Danielle says, “but they just don't comprehend how much time and energy and focus needs to go into creating such beautiful art." We talk about the goal that guides her through every mentoring role she takes, and her definition of success: "To be able to absolutely be who I am,” she tells us, “and be accepted for that and be able to freely express that out in the world." "It's [about] the physical self,” she explains, “but also the inner self.”
 
Our Stories and Songs
As the episode comes to a close, Danielle tells us about the power of sound since the beginning of time to connect us to one another. "I think sound is ultimately, as human beings, how we connect with each other,” she says, “through our stories, through the lyrics of our songs, through our conversations." We talk about her upcoming book and the new album she’s working on, and her hope in helping people find their inner voice. “If we shared that with each other more often,” Danielle says, “and connected with people more in that way I think there would be far more harmony in the...