Summary of Audio Branding

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8 Overall

8 Applicability

8 Innovation

7 Style


The predominance of audio-enabled, networked communication means that sound accompanies visuals at almost every touchpoint. Communication experts Laurence Minsky and Colleen Fahey explain that sound conveys meanings that people instinctively and intuitively understand. Creating a unique audio identity for your brand capitalizes on the opportunity to reinforce your brand message and to enhance your customers’ experience. The authors cover the basics of audio branding, which they extrapolate primarily from Fahey’s experience as managing director of the audio-branding firm Sixième Son. Although the information is very sound – no pun intended – the text sometimes promotes the company as well. getAbstract recognizes the value of this often-overlooked aspect of branding and recommends this solid manual to anyone in marketing. 

In this summary, you will learn

  • Why and how an audio brand provides value,
  • How audio enhances the customer experience and reinforces your brand message, and
  • What strategies you can use to capitalize on audio in the digital age. 

About the Authors

Associate professor at Columbia College Chicago Laurence Minsky co-wrote How to Succeed in Advertising When All You Have is TalentColleen Fahey is the managing director of Sixième Son in North America.



Why Audio?

Audio branding – or “sound, acoustic or sonic branding” – provides a brand’s audio identity. A brand creates an aural language that reflects its essence and personality, applies it at every touchpoint, and custom-tailors it to media, environments and audiences. Audio branding is a compilation of distinguishing sounds that enhance customer experience and evoke certain emotions.

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