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Yeosh Bendayan - Push Button Productions

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PUSH

WHATcan wedo for

you?

EVERYTHING AUDIO!

WHATcan wedo for

you?

EVERYTHING AUDIO!

radio advertising

WHATcan wedo for

you?

EVERYTHING AUDIO!

original music compositions

radio advertising

WHATcan wedo for

you?

EVERYTHING AUDIO!

jingles

original music compositions

radio advertising

WHATcan wedo for

you?

EVERYTHING AUDIO!

jingles

original music compositions

radio advertising

podcasts

WHATcan wedo for

you?

EVERYTHING AUDIO!

music searchingjingles

original music compositions

radio advertising

podcasts

WHATcan wedo for

you?

EVERYTHING AUDIO!

website audio

music searchingjingles

original music compositions

radio advertising

podcasts

WHATcan wedo for

you?

EVERYTHING AUDIO!

website audio

music searchingpodcasts

jingles

original music compositions

radio advertisingvoiceover/ISDN

who we are and what we’ve done

Alright Fellas, if you’re so good, show us your

work.

Who the heck are you guys

and why should welisten to ya?

whoweareAUDIOPHILE

S basedin Central Floridawho focus

on audio productionandMUSICdevelopment

nationalaward-winning

PRODUCERS

(dorks)

of

EXPERIENCEDwith

hundredsradio spotsmusical compositions

and jingles

Jon YEOSHfounders

jon [noun] a married up, new father; known to obsess over classic cars1. Most know him as “That Creep on Tinder/JSwipe”

2. AOL Instant Messenger handle ‘SexyKosherMcMuffin83’

yeosh [adverb]

Text

Our Studios

(Circa 1935)(Today)

Text

Our Studios

History Lesson

the original jingle

Have you tried Wheaties?They're whole wheat with all of the bran.

Won't you try Wheaties?For wheat is the best food of man.

They’re crispy and crunchy the whole year through!The kiddies never tire of them and neither will you!

So just buy Wheaties.The best breakfast food in the land.

When Jingles Debuted...

When Jingles Debuted...

saved Wheaties

When Jingles Debuted...

saved WheatiesThe wheaties quartet

When Jingles Debuted...

saved WheatiesThe wheaties quartet

other companies began to create their own jingles

Audio Branding...ooh-la-la

Presented by Push Button Productions

What We’ll Cover...

A brief history of audio branding

The science and mechanics

Examples of great audio branding

Audio Branding for all shapes and (budget) sizes

Why Audio Brand?It’s pretty hard to turn off ears

Music and Sound is a universal language understood by all humans

Why Audio Brand?Simply put, sound heightens the brain’s ability to recall information, and it forms positive associations within your brain that can impact thoughts and behaviors – just ask Pavlov’s dog.

What is Audio Branding?

The Long Version:Sound branding encompasses many tactics intended to convey organizational or product identity (who an organization is and what it stands for); enhance consumers' experience of a product or service; or extend an organization's relationship with its audience.

The Short Version:The use of sound to reinforce brand identity.

It’s also known as sound branding, music branding, sonic branding, acoustic branding or sonic mnemonics.

When I was your age...

The History of Audio Branding

History of Audio BrandingAudio branding is very new...

...but it’s also very old.

Some of the oldest audio brands include:

Religions (ie- Church Bells)

Merchants / newspaper vendors.

History of Audio Branding

TV/Radio Networks1930’s

History of Audio Branding

TV/Radio Networks1930’s

Consumer Products1940’s

History of Audio Branding

Consumer Products1940’s

History of Audio Branding

Political/Educational1950’s-60’s

History of Audio Branding

Political/Educational1950’s-60’s

History of Audio Branding

History of Audio Branding

Consumer Products1950’s-60’s

History of Audio Branding

Consumer Products1950’s-60’s

History of Audio Branding

Cell phone2000’S

History of Audio Branding

Nokia 2000’S

History of Audio Branding

Iphone2000’S

In Modern History...

History of Audio Branding

Non-traditional2000’S

History of Audio Branding

History of Audio Branding

Financial Institutions2000’S

History of Audio Branding

fINDING NEW USES2000’S

Before

History of Audio Branding

fINDING NEW USES2000’S

After

History of Audio Branding

Playing on audio logo success

History of Audio Branding

HOLY MOLY! I can see the future (of audio branding)!

The Science of Audio Branding

The Science Behind the madness

Earworms - Involuntary Music Imagery

Neural Circuit Repetition

The overwhelming, and at times, helpless sensitivity of our brains to music

A short loop of recording tape that continuously stores a small amount of auditory information.

The Science Behind the madness

The helpless sensitivity of our brains to music

Sound triggers a wide range of emotions

What sounds are powerful?

coNSUMERS ::hEART:: SOUND

The Science Behind the madness

The helpless sensitivity of our brains to music

Sound triggers a wide range of emotions

What sounds are powerful?

Babies

coNSUMERS ::hEART:: SOUND

The Science Behind the madness

Do you feel the burn?

Make subtle changes, holiday edits, different instrumentation.

How can you extend it?

The more outlandish and creative, the shorter the shelf life

kEEPING IT fRESH

My Audio Branding makes me feel so

young!

Audio Branding for all Shapes and Sizes

How to Incorporate Brand Audio

All of these elements are governed by the Brand’s Sound Guidelines

Brand VoiceBrand MusicAudio Logo

Product SoundExperiential Sound

Elements of an Audio Brand

Brand Audio Emergency Repair Kit

Step 1: Take a snapshot across multiple mediums

Step 2: Ask others to identify how it makes them feel

Step 3: Identify the easier elements to begin incorporating a new audio brand. On-hold, ring tones,

music in lobbies are all easy and low budget.

Criteria for effective audio branding:

1. Simple2. Distinctive

4. Flexible5. Congruent with visual brand

3. Memorable

Do’s: Don’ts:

1. Explain too much2. Mimic competitors

4. Write it for YOU5. Let amateurs do it

3. Play it totally safe

Effective Audio Branding

Alright Fellas, if you’re so good, show us your

work.

Save these children from audio peril

•Want a ‘pop song’

Dilemma

Case StudiesSanta Barbara

• Fresh young sound, targeting multiple demographics

Solution+Stripped down

Acoustic sound.

+Modern sound

with wide appeal.

Santa Barbara

•Replace Stale Stock Music

•Wanted ‘edge’ for surfers, and mass appeal for tourists.

•Represent company culture

Dilemma

Solution+Used stock track

as baseline

+Edgy Instruments and

Vocal

+SFX Elements

Case StudiesRon Jon Surf Shop

Ron Jon Stock

Ron Jon Custom

Ron Jon PB Original

•Create a sound track to video

Dilemma

Case StudiesSapporo

• Modern music with Asian influence.

Solution+Dance beats with

Asian percussion

+Expanded on visual emotion /

drama.

• Tell a story through music

Sapporo

•Rebrand and unify message

•Keep it fun w/o being offensive

•Represent company culture

Dilemma

Solution+Developed custom score

+Create sound library

+New signature

voice

Case StudiesHuHot Mongolian Grill

HuHot Mongolian Grill

HuHot 2014 Brand

•Grand Opening Announcement

•Make it memorable and brand specific

Dilemma

Solution+Developed sticky

characters

+Incorporated humor

Case StudiesTandy Leather Factory

Tandy Leather

•Push message about SpringCleanup

•Keep it fun w/o being offensive

Dilemma

Case StudiesAlaska Pet Services

Solution+Developed custom sing

+Kept it fun and

playful

+Pushed URL

Alaska Pet Services

Credit Union Radio Samples

Scenario+88% prefer some

kind of on-hold messaging

+16-20% will make

a purchase or a

Case StudiesKeep ‘em Happy On-Hold

Credit Union Radio Samples

Scenario+Was playing local Hot A/C Station

+Wanted something people

would talk about

Case StudiesKeep ‘em Happy On-Hold

Credit Union Radio Samples

Scenario+Was playing local Hot A/C Station

+Wanted something people

would talk about

Case StudiesKeep ‘em Happy On-Hold

Shh dear, i think they’re

done

Conclusion...