Thread by @Adweek

✍️ MASTERCLASS | What does your brand sounds like? 🔊 Learn the art of sonic branding from…

• @nytimes' Lisa Ryan Howard
• @Mastercard's @RajaRajamannar
• @massivemusic's Eric Johnson

Moderated by creator Robyn DelMonte (@ girlbosstown)
#Brandweek 🏝 adweek.it/Brandweek22

Ads need to be as relevant to the podcast material as possible. Podcasts ads are the least skipped ads with the highest retention rates.

— @nytimes' Lisa Ryan Howard #Masterclass 🏝

• Quality over quantity: Fewer podcasts that go more in-depth.
• Share a story that’s bigger than your brand.
• Podcasts are a saturated market. The quirkier and the more niche the better.

— @nytimes' Lisa Ryan Howard #Masterclass 🏝

Podcast value frameworks:

• Service: What utility are you bringing into listeners' lives?
• Entertainment: Can you bring humor or surprise?
• Informational: What’s something completely new?

— @nytimes' Lisa Ryan Howard #Masterclass 🏝

Turning to sonic branding:

Through a sound, people need to be AWARE of the brand, then they need to ASSOCIATE it with the brand and finally ATTRIBUTE the melody to the brand.

— @Mastercard's @RajaRajamannar #Brandweek 🏝

Mastercard dropped an album, “Priceless,” with 10 songs in different genres for different regions all using the same melody sung by up-and-coming artists.

(Listen here: adweek.it/3OxwG0I)

— @Mastercard's @RajaRajamannar #Brandweek 🏝

Three layers of sound when it comes to branding:

Melody (30 seconds) —> Sonic Signature (5 seconds) —> Acceptance Sound (1/5 seconds)

Alter the sounds for geographies (different countries), genres (different music styles)

— @Mastercard's @RajaRajamannar #Brandweek 🏝

Sound is a huge missed opportunity for a lot of brand marketers. A sonic branding cue is 8.53 times more effective to attribute the creative to the brand.

— @massivemusic's Eric Johnson #Brandweek 🏝

Sonic identity is a key component to what a brand is doing when it comes to recall and connection with the audience.

— @massivemusic's Eric Johnson #Brandweek 🏝

The human brain reacts faster to sounds than visuals. It’s been proven to influence purchase behavior more strongly than logos or visuals.

— @massivemusic's Eric Johnson #Brandweek 🏝