Audio Branding

“I was, like, on tour, I spent twenty hours driving all over Ohio, talking to different places. And I work from home, so I don’t drive a ton. And now I was, and I was listening to all these podcasts, and I was amazed how many times I had to ride the volume knob because somebody would be talking, and then somebody would come in and they’re much, a much lower volume. And then normally, even in a quiet room, you might be able to get away with that, but not when there’s now noise from the tires and the atmosphere. And I was just like, wow, there’s a lot of really bad audio out there. And there are tools, there’s Auphonic, there’s all sorts of things you can do to make things level. And that’s the other one besides the whole reverb room and the dog barking and things like that. Some of the stuff you can’t avoid, kids are not really... A three-year-old doesn’t care that daddy’s recording a podcast, but you can still try to bribe them with cookies or something to be quiet while you’re recording.” -- Dave Jackson

This episode is the second half of my conversation with pioneering podcast host, consultant, and School of Podcasting founder Dave Jackson, as we talk about building and growing your podcast, why now may be the best time in years to start a podcast, and Dave’s podcasting tips for beginners.

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) – Podcasting Fundamentals and Evolution

We begin the second half of our discussion with Dave’s strategies for growing a podcast, and, most importantly, figuring out why it exists. “Is it to position myself as an expert?” he asks. “Is it part of a marketing plan of my company? Is it cheap therapy, which it is at times? You know, I just want to get the word out. I’m creative and I want to do my art man, you know that kind of thing. So you’ve got all those reasons.” Dave also shares the lessons we can learn from celebrity podcasts, the perils of what he calls "room-verb", and how AI is continuing to transform the industry. “By the time we’re done with this interview, there’ll be yet another piece of AI where you upload your audio and it’ll make a newsletter for you. It’ll transcribe it, it’ll do your laundry. It slices, dices, and makes Julienne fries.”

(0:13:05) - Microphone Upgrades and Audio Quality

Dave talks about his podcasting hardware and software tips, and about striking the right balance between recording the best sound at the moment vs. editing it in post-production. We also talk about how having the right microphone can be its own confidence booster. “Sometimes it’s not so much that you know your audio sounds bad,” he explains. “It just [that it] sounds bad to you. And if you don’t like the way you sound, well, then that might affect how you talk or perform on the microphone.”

(0:16:15) - The Future of Podcasting

We discuss the future of podcasting, and Dave gives us one example of a podcast that, almost from start to finish, is written, voiced, and published by AI. “To make a long story short,” he says, “it’s like a game of Mouse Trap. It goes from that to ChatGPT, which puts it out as a Google Doc, which then goes through ElevenLabs, which is this weird thing that can make a robo-voice, and then from there it goes to his media host.” We also talk about video podcasting, its value in podcast promotion, and each one’s distinctive audience. “People say ‘Oh, I want to take my podcast to the next level by adding video,’" Dave says. “And I go, ‘Really, what you’re doing is you’re adding a YouTube channel.’"

(0:22:57) – Tips on Starting Your Podcast

As our conversation wraps up, Dave talks about his upcoming projects, including an audio version of his book Profit from Your Podcast. “I finally was just like okay, enough of this,” he jokes. “This is embarrassing that the podcast guy doesn’t have an audio version of his book.” He also shares how to get in touch with him, and his first piece of advice when it comes to starting a podcast: “You don’t have to be great to start,” Dave says, “but you do have to start to be great. So start doing it.”

Episode Summary

• Dave’s approach to engaging listeners and reaching out to his target audience.
• Taking a personal approach to podcasting, from equipment choices to listenability.
• AI’s evolving role in content creation and the impact of YouTube on podcasting.
• Tips on taking the first step, overcoming fear, and building your podcast.

Connect with the Guest

Website: https://davidjackson.org/

Follow Dave Jackson on Instagram: https://www.instagram.com/schoolofpodcasting/

Connect with Dave Jackson on LinkedIn: https://www.linkedin.com/in/davejackson

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“And I hit play on it, and I hear ‘Hello, Dave, this is Michael Van Lahr from Nuremberg, Germany.’ I’m in the basement of my brother’s house. This is where I started. And that, which goes back to, it doesn’t matter. Just, just start. And my brother goes ‘Did he say Nuremberg, Germany?’ And I go ‘Yeah.’ And we just sat there for the longest time, just, ‘Hello, Dave. Hello, Dave.’ I’m like, and I was just like, wow, there’s somebody, I’m in the middle of Mogadore, Ohio – everyone together, ‘Where?’ Yeah, exactly. It’s me and the cows. And there’s some guy on the other side of the planet that found my stuff.” -- Dave Jackson

This week’s guest has been helping people understand technology for over twenty years as a trainer and consultant. He launched the School of Podcasting in 2005 and was inducted into the Podcasting Hall of Fame in 2018. He’s also the author of Profit From Your Podcast: Proven Strategies to Turn Listeners into a Livelihood, and has launched over thirty podcasts with four million downloads.

His name is Dave Jackson, and if you want to learn more about what it takes to have a compelling podcast that lasts – and I’m always interested in learning about that myself – this is the place to be. Dave’s also a musician with a unique perspective on where podcasting has been and where it’s going, and he’s pretty outspoken, so you won’t want to miss out on 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) – Passion for Sound and Podcasting

We start the conversation with Dave’s early memories of sound, his start as a musician, and how tinnitus has changed both his life and his relationship with sound. “When it comes to sound,” he says, “I’m, like, I hate silence because it makes my ear-ringing, just, you know, kick into gear.” He tells us about how a surprise career change led to him to Libsyn and podcasting. “I was, like,” he explains, “if I wanted to, if I have to stand up and say ‘this is the place where you host your media,’ I’m, like, where would I go? And at the time, I was like, you know what? Libsyn. So that’s why I chose them.”

(0:10:43) - Improvising and Rolling With Technology Glitches

The topic turns to the lessons Dave learned as a musician about improvising and rolling with the performance punches, and how they’ve helped him grow as a podcaster. “That’s one of the things that I think podcasters don’t do enough of,” he says, “just play, like, as a musician. You spend hours in the basement, just, wood-shedden’ is what they call it.” We discuss the art of what Dave calls messing up with finesse, and how a listener’s surprising feedback helped cure his tendency to apologize at the start of his early podcast episodes. “Finally somebody emailed me” he recalls, “and said, ‘Dave, I don’t know what you’re talking about, I don’t hear the fan. I wish you just would move on.’”

(0:16:05) - Podcasting Adventures and Connections

We talk about podcasting’s ability to reach out to and connect people from all over the world, from Ohio and Germany to Australia and Shanghai, and his most memorable episodes, including the fan-favorite sketch Binky and the Wiz. He also shares the lessons he’s learned from critiquing podcasts. “They spent the first eight minutes asking for money,” he recalls, “and complaining that nobody was giving them money, and I’m like, probably because you haven’t given them any value yet.”

(0:24:00) - Podcast Best Practices and Mistakes

As we reach the halfway mark of our discussion, Dave tells us his best practices for a podcast. “I’m not really a stickler. It’s introduce the show, and then introduce the topic of the day, whatever it is, so then, at that point, I know I’m in the right place and I know I want to hang around.” He offers a warning about the “double intro” mistake he used to make as a podcaster, and the dangers of relying on inside jokes while building your audience. “And they’re all laughing,” he recalls one celebrity podcast, “because, ‘oh, that is such a Mike thing.’ And I’m like, ‘yeah, I don’t know Mike.’”

Episode Summary

• Dave’s early sound influences, how he’s managed tinnitus, and his start in podcasting.
• What you should know before starting a podcast, from improv to engagement.
• Looking back at Dave’s journey and the thing they don’t tell you about podcasting.
• Podcasting tips for beginners, from the intro music to the background noise.

Tune in for the second half of our conversation as Dave and I talk about figuring out the essential “why” of your podcast, the new audio landscape that AI tools have created for users and listeners alike, and why now’s the best time since before the pandemic for starting your own podcast.

Connect with the Guest

Website: https://davidjackson.org/

Follow Dave Jackson on Instagram: https://www.instagram.com/schoolofpodcasting/

Connect with Dave Jackson on LinkedIn: https://www.linkedin.com/in/davejackson

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“I think sound has this ability. We talked about meaning, we talked about engagement, we talked about flexibility, versatility... but I feel like people are used to visual communication. They understand that there’s logo, animation and everything is like the sign, the bottom of the page, et cetera. I feel like you add this extra layer of surprise as well, that it’s quite interesting.” -- Valentin Fleur

This episode is the second half of my conversation with marketing expert, sonic branding strategist, and Sixième Son managing director Valentin Fleur as we talk about the future of sonic branding, creating a stronger visual brand through sound, and what goes into a sonic logo.

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 Digital Future of Sonic Branding

As the second half of our conversation starts, we talk about the rise, fall, and possible return of Meta, how AI-generated content is shaking up the creative sector, and where it all might lead. “If I had to make this comparison,” Val says, “what I like about it is it’s very well controlled, so you have defined the ingredients and the flavors, so it’s easier.” We also discuss the evolution of augmented reality as well as virtual reality, and the prospect of sonic branding in a virtual environment.

(0:06:04) - Enhancing Brand Identity Through Sound

Our conversation turns to the question of whether audio marketing can be manipulative, and how sonic branding can help create a genuine connection by conveying emotional subtext and layers to a message. Val tells us about an Ipsos study in 2020 that showed an eight-fold performance increase for ads with a sonic logo, and we discuss how he gains insight into a company’s brand from a variety of perspectives. “You know, some people will have worked for, like, oh, ‘I just arrived,” he explains. “That’s great, like, we want to hear your perspective because you are fresh in the organization.”

(0:14:12) - Creative Process in Developing Sonic Brands

Val goes on to describe how he helps a company find and create a connection with their sonic logo, considering a range of factors such as industry, market saturation, and feedback from a diverse listening committee. “That’s what the market is looking for,” he says, “a little bit more engagement, a little bit more performance, and to make sure that they can make the most of their communication investment.” We talk about his work with companies like TD and Arant Express on building a sonic brand ecosystem, and Val offers his answer to the big question: why does sound matter?

Episode Summary

• AI’s evolving role and the future of sonic branding in virtual and augmented realities
• Sonic branding challenges, strategies, and the importance of brand alignment
• The start-to-finish sonic branding process and sound’s role in expressing brand values

Connect with the Guest

Website: https://www.valentinfleur.com/

Sixième Son: https://www.sixiemeson.com/

Connect with Valentine Fleur on LinkedIn: https://www.linkedin.com/in/valentin-fleur-6b1ab323/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“I think, right now, I’ve noticed kind of two opposite trends. I don’t know if they’re opposite, but they’re very, very different. On one hand, I feel like my clients, my clients, they want to talk to their audiences for a longer period of time. They want to engage in a more conversational way. So, you know, they want to find the proper tone. We’re talking about a vocal identity. We’re talking about, they want to explain what they stand for. They want to detail their offers.” -- Valentin Fleur

This episode’s guest has fifteen years of experience when it comes to driving innovative brand marketing strategies and communication campaigns. Before joining Sixième Son he was a Group Account Director for Havas Paris and worked on such high-profile accounts as Mercedes-Benz and Parc Astérix. He partnered with Sixième Son for a retail brand before opening Sixième Son’s office in Canada and supervising their strategy efforts for both the North American and European markets. He manages brands all across the Americas, such as Royal Bank of Canada, Interac, Orient Express, and United HealthCare.

His name is Valentin Fleur, and with his extensive knowledge of audio branding, he’s the perfect person to talk to about the current state of audio advertising, where he feels the industry can innovate, and what might be coming in the future. 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. 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) – The Power of Sound in Advertising

The episode starts with Val’s earliest memories of sound, from the sounds of nature in the Alps to Jimi Hendrix and the Cure on the radio, and how his creativity drew him both to advertising and exploring the power of sound in branding and behavior. “It’s funny how sound moves us in so many different ways,” he explains. “When I think about sound and when I explain what I’m doing, I tend to say that music is pure emotion and it can manage to connect you on so many different levels.”

(0:15:11) - Sonic Brand Evolution and Trends

We also talk about sound in advertising and how important it is to build on a core brand when it comes to sound branding. Val shares the insights he gained from his work on State Farm’s famous audio brand, and how he uses voice archetypes to guide his brand creation process. “It was this very interesting approach to sound,” he says, “and I knew from talking about the way sound affects us and gets to us, that sound was an important component to brand messaging and brand expression.”

(0:20:09) - Impact of Music on Shopping Behavior

The conversation turns to the connection between branding and behavior, and how differences in everything from geography to demographics can impact the audio strategy. “We created one logo for the passenger car,” he recalls one example from his work with Renault, “one for the pros that had more saturated guitar and felt like more robust... [and] on the electric vehicles, we had more digital sound added to the equation.” He also shares the story of a unique sound branding approach that he developed on behalf of Interac: an audio track that guided shoppers toward more frugal behavior.

(0:27:48) - Strategic Branding With Sonic Logos

As the first half of our discussion comes to a close, we talk about how Gen Z audiences who were born and raised with social media are reshaping the marketing landscape, and the importance of sonic logos on platforms where ads might only have a few seconds to make an impression. “I feel like people are,” he explains, “I wouldn’t say, fed up with advertising, but I feel like they want to choose their advertising, and when you choose to listen to a podcast, that’s when you decide to allow this messaging into your life. So I feel like that’s why our clients start to invest in podcasting way more.”

Episode Summary

• Val’s memories of sounds and the power of sound in branding and behavior
• Sonic branding’s latest industry trends, from State Farm and McDonald’s to Renault
• The power of sound in retail to guide shopping habits and influence spending
• How sonic logos are expanding the reach of marketing through short-form content

Tune into the next episode as we discuss the future of sonic branding, from virtual and augmented reality applications to AI content, along with strategies for synchronizing audio and visual brand elements, and the creative process behind building a client’s unique sonic logo.

Connect with the Guest

Website: https://www.valentinfleur.com/

Sixième Son: https://www.sixiemeson.com/

Connect with Valentine Fleur on LinkedIn: https://www.linkedin.com/in/valentin-fleur-6b1ab323/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“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 customer-focused audio presence. “It really expands the opportunity for marketers,” he says, “and it builds another case for them to connect and opportunities for marketers to connect with their customers. And the more you can connect, the better you can market.”

(0:29:30) – How to Get in Touch with Laurence

Our discussion comes to a close as Laurence tells us how to reach him, from his website to Amazon books to his LinkedIn page. But, as he jokes, be sure to look for Laurence Minsky. “There’s a guy who publishes under the name Larry Minsky,” he says. “It’s all about jazz, that’s not me.”

Episode Summary

• Avoiding the uncanny valley and harnessing underutilized audio branding opportunities.
• How audio branding’s been implemented by brands like Intel, United, and Netflix.
• Audio branding and voice technology’s role in a world without screens.
• Laurence’s journey to becoming a published author and how to reach him.

Connect with the Guest

Website: https://www.colum.edu/academics/faculty/detail/laurence-minsky.html

Find Laurence Minsky’s books on Amazon: https://amazon.com/author/laurenceminsky/

Connect with Laurence Minsky on LinkedIn: https://www.linkedin.com/in/laurenceminsky/

Follow Laurence Minsky on Twitter: https://www.twitter.com/LaurenceMinsky/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“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 audio branding.”

(0:22:39) - AI’s Impact on Audio Branding

Laurence also talks about AI and its growing impact on everything from audio-first media to screenless interfaces. “You know,” he explains, “what is changing things is there’s more audio-enabled devices and more audio-enabled interfaces with generative AI. You have voice, you have conversational AI.” We discuss the expansion of conversational AI into every facet of our lives. “You talk to your Siri or Alexa,” Laurence says, “and that’s going to make voice and audio, branding and audio that much more important. It’s getting easier and easier to put sound into everything.”

Episode Summary

• Larry’s early memories and lifelong love for music and advertising.
• Sound’s crucial role in branding, marketing, and even taste and perception.
• The value of audio branding and the future of conversational AI.

Tune in next time as we talk about the growing value of distinctive sonic branding in a world of audio-first devices, the value of authentic human voices amid the AI revolution, and how many of the top companies are already staking just as much a claim in audio as in visual branding.

Connect with the Guest

Website: https://www.colum.edu/academics/faculty/detail/laurence-minsky.html

Find Laurence Minsky’s books on Amazon: https://amazon.com/author/laurenceminsky/

Connect with Laurence Minsky on LinkedIn: https://www.linkedin.com/in/laurenceminsky/

Follow Laurence Minsky on Twitter: https://www.twitter.com/LaurenceMinsky/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“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 just made me want to play FIFA.” We talk about how such memorable sonic logos are surprisingly few and far between, and the lost opportunity they represent. “The brands that don’t do it are missing out,” Josh tells us, “and the brands that don’t do it as soon as possible are missing out because it’s very difficult to be different and distinctive and you kind of need both of them in this modern advertising world. "

Episode Summary

• Audio’s underestimated impact on advertising and saturation of podcast ads.
• Sonic branding’s role in marketing and advertising, and the need for a unique sound.
• The power of sonic branding to influence consumers and build an identity.

Connect with the Guest

Website: https://www.ampel.com.au/

Connect with Josh Butt on LinkedIn: https://www.linkedin.com/in/joshbutt/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“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 they’ve done is put it into twenty years’ worth of young heads.”

(0:23:56) - Understanding Advertising Channels and Client Uniqueness

Our conversation turns to the ins and outs of developing a sonic brand, and how he works with clients to build a unique brand identity. “A lot of people don’t exactly know their audience,” he explains. “Some know them absolutely, fantastically, right. Some it’s a bit in the middle.” We also talk about the shift from jingles to voiceover ads to podcast host reads, and finding the right balance when it comes to audio marketing. “This is not statistical,” Josh says, “but 80 to 90% of my clients have tried something before and it’s not working, or they’ve never tried it before and they have nothing.”

Episode Summary

• Josh’s early musical influences and versatility in the entertainment industry.
• His career journey, from writing and comedy to podcasting and radio ads.
• Understanding a client’s needs and finding the best fit for their audio brand.

Tune in next week as we talk about the explosive growth of podcast advertising and what it means for sonic branding, the challenge of making a unique impression in a world of AI sound, and the power of audio logos to condition and shape our impressions for generations to come.

Connect with the Guest

Website: https://www.ampel.com.au/

Connect with Josh Butt on LinkedIn: https://www.linkedin.com/in/joshbutt/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“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.” He talks about the need for steady content, whether it’s podcasting or songs, and the high price a content creator can pay if they don’t consider the algorithm. “You don’t come out with a song within 28 days of your last release,” he explains Spotify’s content release structure, “then that monthly listener drops off and you lose that monthly listener.”

(0:16:33) - The Importance of Social Media Management

As the episode comes to a close, Bruce tells us how listeners can get in touch with him, as well as the advantage of his distinct name: “Oh, they can get me on Instagram at Bruce Chamoff. At Bruce Chamoff, they can find me on Facebook. I’m the only Bruce Chamoff in the world.” We also talk a little about social media marketing, and whether it’s worthwhile to hire a professional. “I always say I say social media is very easy to do,” he says, “but it’s very hard, very hard to do it correctly.”

Episode Summary

• Bruce’s advice on monetization, being an influencer, and having fun as a podcaster.
• Hardware tips on everything from soundproofing to the right equipment.
• The advantages and challenges of hiring a professional social media manager.

Connect with the Guest

Website: https://nycpodcastnetwork.com/

Connect with Bruce Chamoff on LinkedIn: https://www.linkedin.com/in/brucecwebdesign/

Follow Bruce Chamoff on Facebook: https://www.facebook.com/bruce.chamoff/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/

“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 a thousand.” We also talk about monetization, what steps a podcast should take toward it, and how you know when it’s the right time to make the jump. “I think any podcast can monetize,” Bruce tells us, “but the first thing they have to do is grow their audience. You can’t monetize to an audience that you have not grown.”

(0:18:47) - The Importance of Targeted Marketing

“Let’s say that you’re an 18-year-old and you’ve got a great podcast going,” Bruce says, “but you’re marketing yourself to 55-year-olds. Do you think you’re going to make any money? Probably not.” We talk about demographics, psychographics, and the importance of knowing your audience and making sure that you’re speaking to them about the things they care about. “What are you into?” he explains. “What kind of sports you into? What kind of food do you like? Right? What age are you? And if you can figure all that out, then you can probably also sell your episodes to that target market.”

Episode Summary

• Bruce’s early memories of sound and reflections on his twenty-year journey.
• Navigating streaming platforms, strategies, and the secret to podcasting success.
• How audience psychographics can help you effectively market content.

Tune in next week as we talk about key strategies for monetizing your podcast, tips for soundproofing and optimizing the recording environment on a budget, and Bruce’s perspective as a streaming musician on how Spotify’s algorithms meant the end of the album as we know it.

Connect with the Guest

Website: https://nycpodcastnetwork.com/

Connect with Bruce Chamoff on LinkedIn: https://www.linkedin.com/in/brucecwebdesign/

Follow Bruce Chamoff on Facebook: https://www.facebook.com/bruce.chamoff/

Connect with the Audio Branding Podcast:

Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com

Connect with me on Instagram - https://www.instagram.com/jodikrangle/

Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO

Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/

Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)

Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!

https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/

Get my Top Five Tips for Implementing an Intentional Audio Strategy

https://voiceoversandvocals.com/audio-branding-strategy/

Editing/Production by Humberto Franco - https://humbertofranco.com/