“I can't imagine – and again, I always have to preface this by saying I know it's not just about the audio logo – but I just can't imagine that when you're designing a print logo why you don't also sit there and go ‘I wonder what that thing would sound like if it could make sound,’ and then develop that too, and then present both of them at the same time, in combination, and give yourself one more, you know, one more sense to have. A lot of brands have a smell: McDonald's has french fries. A lot of them are already using that sense, so don't forget about the audio.” -- Dr. David Allan

This episode's the second part of my interview with marketing professor, author, and podcast host Dr. David Allan, as we talk about famous audio brands of the past, the secret to a successful multisensory marketing campaign, and the unexpected connection between digital audio and NFTs.

As always, if you have any questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, just visit www.audiobrandingpodcast.com where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the www.audiobrandingpodcast.com webpage) will let you know when the new podcasts are available.

Seeing, Hearing, and Feeling

“Marketing tells you you should go look at your target demographic,” Dr. Allan explains as we start the second half of the interview, “and try to give them what they want.” We take a look at how McDonald's took a risk and challenged that conventional wisdom with its now-famous "I'm Lovin' It" campaign, and the surprising connection between Walter Werzowa, the musician behind Intel's famous sonic logo, and the legendary pop band ABBA. We look at Apple's ad campaigns and how they evolved from tame and informative to stylish and trendsetting, and the power of audio to create a mood and sense of prestige that visuals alone can't match. “Audio branding as a strategy will continue to grow,” he says, “not just sonic logos but everything you're hearing everywhere that's connected to a brand.”

More Room to Grow

Dr. Allan tells us more about the musicians and audio marketing experts he’s met, and their stories about writing famous jingles and commercial campaigns that weren’t a sure thing at the time. “Most of the ones that talk to me,” he says, “realize that this is their legacy, and when they talk they want to talk about these kinds of things.” We talk about some of the new directions sonic logos can take and the industries they’ll transform. “There are lots of areas that are still underutilized when it comes to audio, supermarkets and wine stores and that kind of stuff. There's so much room to grow there.”

Minting Your Own Voice

As the episode closes, we talk about the versatility of sound in a digital age when it can be tailored for each listener, and the discussion turns to NFTs and their relationship to both music and sound in general and individual voices in particular. “A lot of the people that are in the space,” he explains, “have been thinking about it for a long time, but it's starting to get a lot more publicity.” We talk about the potential for NFTs and blockchains to create a unique audio signature, a topic he'll be exploring in his next book, The ABCs of NFTs. “It's somewhat easier for audio because it has a digital pattern already,” he tells us. “It doesn't have to be digitized because it's already digital. It just needs to be minted.”

Episode Summary

• The stories behind some of the most famous sonic brands
• Working for hire vs commission