“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.

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(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/

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