“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.

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(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/

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