Unveiling the Future of Sonic Branding: A Conversation with John SanFilippo - Part 2

Audio Branding

“But if it’s a narrator, which it is, like, 90% of the time, why would you need to know their gender as long as they’re getting the message across? You wouldn’t be wondering what color shirt they’re wearing, why do you need to know what gender they are? So I’m really pleased that the industry is heading in this direction, and I’m even more pleased that clients have so far been very receptive to it. Yeah, it’s great.” -- John Sanfilippo

Are you ready to hear the roar of a Ferrari's engine like never before? Get set for an immersive journey into the world of sonic branding with John Sanfilippo, an expert in the field. Together, we explore the concept of audio logos and how industry-specific sounds can create a powerful sonic logo. We discuss the innovative ways Ferrari and Harley Davidson leverage their unique engine sounds within their branding and explore potential criteria for businesses looking to tap into sonic branding.

We also touch on the future of sound in branding and delve into thought-provoking scenarios such as reactions to non-binary voices as well as the impact of AI and synthetic voices on the industry. John shares intriguing insights from his experiences, shedding light on how the next generation could play a pivotal role in shaping the future of sound. Whether a small business or a large corporation, our conversation is packed with valuable insights to help you forge a stronger bond with your customers. Stay tuned for a fascinating look at just where audio branding might be heading next.

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(0:00:00) - Sonic Branding in Marketing

I talk with John about using sound from an industry in an audio logo, incorporating product sounds into a sonic logo, and how car companies are shifting from using the outside of the car to get the ambiance to the inside. We also chat about how Ferrari uses the roaring engine sound and Harley Davidson has tried to trademark the sound of their engines. “It’s a very distinctive sound,” John tells us, “yeah, because I mean, you can rev like a, you know, a Honda Civic and it’s not going to sound all that cool. But if you’ve got like a Dodge Charger, it’s going to have a very distinctive roar.”

(0:07:47) - Audio Branding

The conversation turns to the importance of sound in business, and how audio branding can create an emotional connection with customers. We discuss the varying scales of business and how that can affect the price of audio branding services, and about the resurgence of the full-sing jingle. “It’s fun,” he says about Tic Tac’s new jingle, “it’s you know, it’s on point. It fits the brand and it’s catchy, and it’s not catchy in an annoying way. It’s engaging and it’s fun, and it doesn’t take itself too seriously and I think it works really well. So I'm curious to see where that goes in the coming years.”

(0:22:45) - The Future of Sound

We continue to explore the idea of audio branding and how it can create meaningful connections with customers and clients. John shares his experience working with clients and their positive impressions of non-binary voices. We also discuss the impact of AI and synthetic voices, particularly clone voices, and the potential of the next generation in terms of sound. “The AI thing is tricky,” he says. “A lot of people ask me, you know, ‘What do you think of AI? What do you think of clone voices and clone voices like clone singers? You can, you can make new Elvis songs now, stuff like that.”

Episode Summary

• John and I discuss using sound in business, audio logos, and car ambiance.
• We discuss how audio branding creates connections and the potential of jingles.
• John shares his experience with AI voices and next-generation sound.

Connect with the Guest

Website: https://soundwise.audio/

“The Full-Sing Jingle: Is It Coming Back?”: https://soundwise.audio/2023/06/01/the-full-sing-jingle-is-it-coming-back/

Connect with John Sanfilippo on LinkedIn: https://www.linkedin.com/in/johnsanfilippo/

Follow John Sanfilippo on Facebook: https://www.facebook.com/SoundWiseAudio/

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

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