branding

053 - Brian Roemmele - The Key to Successful Branding - Voice and Beyond - Pt. 2

Listen everywhere:

Listen to Part 1 - podcast with Brian Roemmele about Alexa hardware and more

Brands have defining points with their customers, as any human relationship does. What makes a brand successful longterm? How does voice play a role?

Topics and Timestamps:

02:00 How do we build a relationship in which our customer is the hero? (A la Storybrand framework)

02:53 All products, companies, and brands are a relationship with their consumer.

03:20 Every purchase is an emotional purchase because it is defined by neurological reactions - neuropeptides bombard every cell of our body when you make a purchase

04:00 Every brand has an emotional connection to the people who use their products. Some covet it better than others. This means a narrative is being spun overtly or covertly all the time.

Apple has a powerful brand narrative on a cerebral (higher brain) level

Apple has a powerful brand narrative on a cerebral (higher brain) level

05:45 It took millions of years for apes and chimps to speak and listen: we had to create a new O.S., the neocortex on top of the limbic system in order to communicate

07:15 Neuropeptide release of a transaction or purchase - pleasure in the body, your cells will remember this

08:15 Carl Jung - the twelve archetypes

Archetypes , introduced by Swiss psychiatrist  Carl Jung , are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

Archetypes, introduced by Swiss psychiatrist Carl Jung, are models of people, behaviors, or personalities. Jung suggested that archetypes are inborn tendencies that influence behavior.

08:30 Voice has the opportunity unlike any other one (including film) to create a rich deep emotional lifelong connection with the customer. If you do this ethically and build the persona correctly for our brand that resonates with your cohort

09:00 The human agenda is connection

09:45 Brian consults with brands and tell them to understand where the transaction and neuropeptide release occurs

09:55 A voice comes from a person - it’s not a thing - it has a persona (a life, a gender, a background) - we are hardcoded to assign these traits to a voice

10:25 We instantly categorize anything we hear or see anthropomorphically because of flee or flight mechanism

11:05 Your brand has a voice: who is it? Fashion brand example from Brian’s work

11:30 It is impossible to make a persona that caters to everyone: there is no voice of everybody

12:05 You need to assign a Jungian or Myers Briggs archetype to your brand

12:30 Your customer is on their own hero’s journey, along with you (Apple and Patagonia and Tiffany and Starbucks do this or have done this well)

14:00 Why is Alexa female? This could be a smart move by Amazon: female voice = authority on a neurological level! - profoundly important. Google has an androgynous voice - a mistake? Brian would argue yes.

14:15 The voice of authority is and always will be a female. The first voice your hear is your mother. Long before eyesight you have the resolution of identifying your mother - this is a survival mechanism evolution has granted. That is why we are wired for communication and voice.

15:40 We can’t change our hardwiring in our brains - female voice is authoritative, especially one in tune with your mother’s voice (can prove this neurologically)

16:10 Anthropologically and culturally, the wise woman (hence the archetype) was always the leader of the tribe until western culture labeled them witches

17:30 The divine feminine and goddess culture came because women were the voice of authority, which we knew instinctually. Women became the voice of the tribe and holder of wisdom. “Don’t eat that, you will die.” Sounds like mom.

18:40 We are a victim and a success story of our reptilian brain

20:15 If a brand keeps us too reptilian we are probably not going to be longterm fans or customers; jealousy or FOMO pulls at the lizard brain but that is short term thinking. Apple is successful because they get cerebral (higher brain, invoking ideas of fashion)

19:15 There is more to this than throwing out an app, you are building a tapestry to weave between the customer for life. We define our life by our brand relationships to some degree, e.g., “That’s when I owned that car, that’s when I got my first iPhone…”

Thomas the Tank Engine helps children make sense of the world

Thomas the Tank Engine helps children make sense of the world

20:20 It’s not the brand we connect to, it’s the story and its role in our own narrative (e.g. Thomas the Tank Engine helped kids understand the confusion of the world with “The little engine that could.”

21:00 90% of what we do on our computers is trying to make sense of the world, e.g. social media as confirmation that what we did was right

21:15 Brand expression is to attract members of a desired tribe (e.g. why I use Apple)

22:20 When we build voice brands (brands around voice, which are coming) - ask: what does your brand sound like? Who is it? Where did they grow up? This is more than a Hollywood storyboard - and this is why you need experts to help with branding.

CONNECT WITH BRIAN ROEMMELE:

051 - Alexa, How Can Brands Can Sell and Engage More? Bob Stolzberg, Voice XP

Plot twist: how could Alexa hurt Amazon sales?

Guest Bob Stolzberg, Founder of Voice XP, and Emily dug into a key question about where e-commerce is headed: can brands stand as independent ecommerce channels while reaching customers through Amazon Alexa? 

Furthermore, will branding really matter in an increasingly AI assisted future? (Bob and Emily disagree here. And we’d love to hear Brian Roemmele’s take!)

Bob Stolzberg, Founder Voice XP, Alexa Champion

Bob Stolzberg, Founder Voice XP, Alexa Champion

The convenience factor of a single voice command could reinforce brand loyalty. If you can have a company call you back or send you a car or a pizza hands-free, you might just go direct to them and never shop around (and that could be through their Alexa skill). Or maybe the voice assistant of the future does the research for us and we don’t bother remembering brands anymore.

Personal assistants will help us buy things and it doesn’t have to be direct from Amazon. Ecommerce businesses can build voice experiences directing users to buy direct from them (e.g., via text message or multimodal touch screen that opens a separate page). Think about this for DTC (direct to consumer) like a Casper or M Gemi.

Topics in this episode:

  • What you can do today to improve customer experiences for shopping and getting information

  • How voice will impact the future of advertising

  • How you can create a custom skill which lets your customers request a call-back from you through Alexa

  • How to engage people with your voice experiences - omnichannel marketing and voice as part of the funnel

Get in touch with Bob Stolzberg:

Twitter: @BobStolzberg

voicexp.com

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043 - Mics and Podcasting - Ben Thompkins, Blue Microphones

Guest: Ben Thompkins, National Sales Manager- Pro Sales, Blue Microphones

Topics:

  • Ben runs professional sales for Blue in North and South America, has been with Blue ten years

  • He handles B2B business, distribution, and educational sales

  • How does Blue differentiate in the microphone industry?

  • Blue’s unique history (very music focused, podcasting has been recent)

  • Started as a high end microphone company (many of their mics are still $6,000-$10,000)

  • Took premium sound and made it affordable (see their podcasting mics)

  • Blue’s marketing stands out - fun names like Yeti and Snowball <— please use my link if you want to buy a snowball, this helps support the show!

  • 4:34 Story: Snowball was originally called Softball - founder story

  • Softball (Snowball) was built for GarageBand, per Apple’s request- a simple USB mic

  • Founder Skipper turned them down

  • Emily used Snowball on her first podcast (throwback: The Digital Dive Podcast)

blue-snowball-microphone
  • Hear about podfading (half of podcasts fade after 6 episodes) in Emily’s episode with Phoebe Mroczek

  • 8:10 Emily asks: are people ready for a more passive media experience (e.g. podcasting and voice - audio content) due to social media overload?

  • "Half the picture is sound" - George Lucas on the importance of audio in film

  • High quality audio is paramount for communication and marketing

  • Bad audio on YouTube is worse than bad visuals

  • Blue was acquired by Logitech for $117 million

  • Ben is seeing a trend of XLR mics, not just USB mics (XLR is used at major music recording studios)

  • If you’re paying for an expensive computer and Alienware, it makes sense to upgrade your audio too

  • Video games are part of his market - gamers are buying nicer mics

  • Joe Rogan uses a broadcast mic

  • People are spending more money on higher quality mics

  • Ben is seeing a consumer purchasing trend with XLR mics, not just USB mics (XLR is used at major music recording studios)

  • If you’re paying for an expensive computer and Alienware, it makes sense to upgrade your audio too (gaming)

  • Video games are part of his market - gamers are buying nicer mics and willing to pay

  • Example- Joe Rogan uses a broadcast mic

Ben with Chino Moreno, Deftones singer. “We all had the same music manager for a bit. Alice in Chains and Deftones are still with them but I’m a mic guy now.” - Ben Thompkins

Ben with Chino Moreno, Deftones singer. “We all had the same music manager for a bit. Alice in Chains and Deftones are still with them but I’m a mic guy now.” - Ben Thompkins

041 - Don't Podfade - Phoebe Mroczek: How You Do One Thing is How You Do Everything

Guest: Phoebe Mroczek of Unbecoming Podcast and New To (Austin) Podcast

Topics: Podcasting, the business of podcasting, entrepreneurs, consulting, brain picking (ugh), commitment, intimacy through audio content

Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)

Phoebe Mroczek hosts Unbecoming Podcast and New To Podcast (a show about moving to Austin)

Hear Phoebe and Emily discuss:

Phoebe Mroczek:

Instagram

Phoebe Mroczek is a podcaster and marketing strategist who helps online entrepreneurs create a profitable business that is an honest reflection of who they are and what they want most.

ABOUT Phoebe:

She is the host of Unbecoming, a podcast and nationally-syndicated radio show that helps entrepreneurs release the judgments and beliefs holding them back from living a more meaningful life. Her show reaches 350,000+ listeners per month from 40+ countries, 16 AM/FM stations in 20 cities nationwide and across 20 Internet platforms.

She built and ran a six-figure online marketing business for several years before realizing that her real passion was in helping entrepreneurs amplify their message and have a greater impact by being more of themselves.

Phoebe believes that while what we do in the world is important, we’re meant to do so much more in life than just work. As an curious explorer and recovering perfectionist, she’s traveled to 65 countries on 6 continents, been cage diving with great white sharks, camped in the Serengeti and motorbiked across 15 countries in Europe.

Phoebe in the news:

Woman to Watch: Phoebe Mroczek

038 - Audio Brand Identity - Brent Barcus, i65 Music

  • Brent worked on a spot for Nashville Predators NHL team’s sonic branding for ticket packages for the upcoming season

  • Sports brand sound for teams - edgier sound, guitar for hockey - what goes into creating the theme for a spot

  • Considering in-game entertainment in suites with Alexa devices

  • Get Urgently Alexa roadside skill for a flat tire - frictionless

  • Voice skills for musicians to offer fans special experiences

  • ISP (in skill purchasing) for the entertainment vertical

  • What can artists and labels do in the voice space to promote their music?

Brent Barcus, i65 Music

Brent Barcus, i65 Music

Connect with Brent Barcus:

—> 1-click listen to this podcast in your native player


Enjoy this show?

Please leave a review and let us know how we’re doing!

Click here: Review on Apple Podcasts

(How to rate and review: On desktop, open this link, then click “Listen on Apple Podcasts”, launch in iTunes, then click “Ratings and Reviews” under the title. Add stars and/or text. Thank you!)

037 - Sonic Branding - Phoebe Ohayon from Voice Branding Agency (Netherlands)

Emily Binder interviews Phoebe Ohayon, an Audio Branding Strategist and Audio Designer in Amsterdam with a background in audio engineering and branding. Phoebe helps brands prepare for a sound and voice-activated future. With her voice-first audio branding approach, she helps brands and companies who are creating voice experiences and want to use the power of audio (voice, music, and sound) to design the best customer experiences.

Topics:

  • 1:53 Audio design and strategy for voice technology / voice assistants

  • 3:00 How to start with sonic branding - research is first: brand orientation session

  • 4:20 From auditory perspective, perception matters for brands who will communicate with voice more as time passes

  • 4:55 Where do you start with creating brand voice?

  • 8:30 Emotional impact and perception of brand

  • 8:50 Even programming the sound of “Hello” is complicated

  • 9:50 Customer-first design

  • 9:55 Design bias (Apple Health app initially lacked menstrual tracker)

  • 10:20 Inclusive design - VUI has an opportunity

  • 10:34 Confirmation sounds vary by nationality and auditory history

  • 10:55 MasterCard’s new audio logo is internationally sensitive

  • 12:10 Auping bedtime skill on Google Actions

  • 13:25 Create a coherent strategy for all touch points to create brand preference and trust

Phoebe-ohayon-voicebranding.ai.png

Upcoming Event:

Join us at VOICE Summit 2019! Phoebe Ohayon, Audrey Arbeeny, and Emily Binder speak July 25, 2019 on the Sonic Branding panel. See more: Emily Binder - Speaking.

Mentioned:

More about Auping Bedtime Skill (Google Action - Dutch version):

On October 24, Google launches the Dutch version of voice assistant Google Home. For this smart speaker, which can instruct the user and ask questions, Dutch bed manufacturer Auping developed a so-called 'Google Action'. Auping has developed this Google Action together with voice specialists from Mindshare and Greenhouse Group Conversational .

The soundscape

The story is being narrated by Birgit Schuurman, a famous Dutch actress and singer, who also narrated the Auping commercial. Not only did this create a great connection to the commercial, but she also turned out to be a great fit for this story. A warm and pleasant voice, perfect for narrating a children's story.

-https://www.themarketingtechnologist.co/auping-bedtime-story/

Connect with Phoebe Ohayon:

Please review!

Enjoy this show? Please leave a review and let us know how we’re doing!

Click here: Review on Apple Podcasts

(How to rate and review: On desktop, open this link, then click “Listen on Apple Podcasts”, launch in iTunes, then click “Ratings and Reviews” under the title. Add stars and/or text. Thank you!)

031 - Simplify Your Marketing: Email and More - Melanie Touchstone

Topics:

  • Email marketing - design and messaging - what works?

  • Social media

  • Design, graphics, and what works - case study - going from color to black and white

  • Personalize brand messaging

  • Winning subject lines

  • Keep it simple

  • Don’t try and fool customers

Video coming soon! Check back the first week of March.

Melanie Touchstone talks with Emily about how simple marketing works. For email, social media, and more.

Melanie Touchstone talks with Emily about how simple marketing works. For email, social media, and more.

027 - How to Make the Voice Assistant Like Your Brand


Hear how the future ubiquitous voice assistant will decide whether to promote your brand.

We spend major ad dollars on the duopoly (Google and Facebook) with Amazon a distant third. Those ad dollars will shift.

Telenav announced that it is integrating Amazon Alexa into its automotive navigation system offering.

1.0:

The voice assistant we know today will be so much smarter tomorrow. 

Your shadow, your assistant:

The voice assistant will be every person’s personal assistant, their shadow, their life historian and documentarian. It will mitigate our drudge work for life admin tasks like errands and comparison shopping. It will save us all kinds of time. I hope we use that time well.

What won't change:

We are at the mercy of an algorithm today: many ecommerce retailers live and die by SEO on Google and on Amazon. Tomorrow our brands will be at the AI's mercy. The data will be richer, the algorithm more complex.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

Amazon, which is nearing $800 billion in value, is making a noticeable push in advertising products, hoping to grab a piece of Google and Facebook’s duopoly of digital advertising. Voice commerce is estimated to be a $18.3 billion opportunity by 2023.

This idea of the future is not radically different from the game we play with search engines today. You bid to be at the top based on a user’s query, or you work on your content to rank high organically.

The same process will happen but with less screen, and more anticipation of the user’s needs or next purchase.

When the assistant recommends a product, it will try to match to the user’s needs, history, and preferences. Google does this today with search results. Your website gets rewarded for relevancy. Everyone tries to game the SEO algorithm but ultimately if you have great content that solves the searcher’s problems google knows it and ranks you higher. There is no silver bullet.

Up Next:

Tune in next week for episode 28: my upcoming interview with Jon Chu, an expert in voice first ecommerce and retail.



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