Building a Sonic Identity System with Joe Belliotti
b'Music industry veteran Joe Belliotti is an expert in sonic branding. While most marketers focus on visuals, brand builders today need to think about the impressions that can be made and emotions that can be evoked through music and sound. Joe and I discussed all of this and more this week on the On Brand podcast.\\n\\nAbout Joe Belliotti\\nJoe Belliotti is CEO of MassiveMusic North America, leading both the New York and the Los Angeles offices. He focuses on amplifying brand content and experiences through bespoke music and building equity through sonic branding and voice design. With more than 20 years of experience in the music and marketing industries, he has helped brands drive business value and shape culture.\\nAs Head of Global Music at The Coca-Cola Company, he created global and scalable platforms, partnerships, and strategies working on global campaigns including the FIFA World Cup, The Olympic Games, Share a Coke and a Song, Product (RED), and the American Music Awards. Joe also founded the Music Division and, earlier in his career, worked in talent development at the music publishing arm of Maverick (a Madonna/Warner Bros. joint venture). Throughout his career, he has worked with hundreds of artists, from emerging talent to the most iconic artists such as Queen, Drake, and Janelle Monae.\\nOn Brand Is Sponsored by Superside\\nSuperside is your one-stop-shop for good design. Scale up your brand\'s design output the smart way with Superside\'s subscription service combining top-tier design talent and a streamlined platform for sharing and collaborating. Plus, you can get $3,000 worth of value just for listening to OnBrand! Sign up for an annual subscription and get one month FREE. Learn more now.\\n\\xa0\\nEpisode Highlights\\nWhat is sonic branding? \\u201cEvery single brand is making an impression with music and sound.\\u201d However, unlike visual communication, most marketers lack the vocabulary to talk about it.\\nWhat should a sonic identity system include? While there are many definitions and lists, Joe cited the importance of:\\n\\nSonic logo\\n\\nProduct UX/UI\\n\\nMusic, curated music\\n\\nBeyond Intel ... I noted that the sonic logo example that most of us think of is the Intel Inside tag, however, Joe noted that this is a great example as it helps build what\'s ultimately an invisible ingredient brand.\\nOther examples of sonic branding? Joe cited Mcdonald\'s \\u201cI\'m Lovin\' It\\u201d and Mastercard\'s recent work, which reminded me of my sonic branding conversation with their CMO Raja Rajamannar.\\nWhat brand has made Joe smile recently? Joe kept it sonic with a mention of the recent Infiniti ad featuring the Cat Stephens song "Wild World."\\nTo learn more, check out the MassiveMusic website.\\n\\xa0\\nAs We Wrap \\u2026\\n\\n\\nListen and subscribe\\xa0at\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Amazon/Audible,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn,\\xa0iHeart,\\xa0YouTube, and\\xa0RSS.\\n\\n\\nRate and review the show\\u2014If you like what you\\u2019re hearing, be sure to head over to\\xa0Apple Podcasts\\xa0and click the 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review to help others find the show.\\n\\n\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\n\\n\\nOn Brand is a part of the\\xa0Marketing Podcast Network.\\n\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'