Audio Branding

Mnemonics

Technically, a mnemonic is any memory device which aids in information retention or memory retrieval in humans. But in branding terms, a mnemonic usually refers to a sonic or musical element which creates brand recognition as an audio logo. From the instantly recognizable Apple power-up chime to McDonald's five note "I'm Lovin It" theme, audio logos achieve unique recognition signatures which relate to language and emotional neural pathways of the human brain. Like jingles, effective audio branding creates memorability, emotional and associative connections while reinforcing brand identity. 

At Howling Music, we've been creating audio branding for over twenty years for many of the biggest brands in the world.

 Our Work

This was for Dove's International/European brand. They wanted something feminine while possessing some authoritative gravity. We originated the lyric.

We can't lay claim to the note combination, but we created these sonics which were used in many Outback spots in various forms.

This audio logo was meant to underscore a retro superhero motif a la "The Incredibles" demonstrating strength over adversity.

This hospital brand was in search of a simple melody reflecting human empathy intersecting with cutting edge technology.

This was for their international personal care products and was meant to suggest confidence and quality.

This was a mnemonic for Nike's LeBron James' version of the Air Jordan. They wanted something Urban but fun and accessible.

This senior living brand wanted organic simplicity combined with identifiability.

This upscale heating and air brand wanted something very human and emotive with a solo female voice.

This GM product was aimed at high-capacity, high-performance truck buyers. The idea was to infuse classic rock muscularity with human emotion.

 Our Process

We believe audio branding should be part of a broader marketing and branding strategy so it's important that we understand the brand historically and aspirationally. Accordingly, we typically conduct a brand audit, and work collaboratively with our clients to ensure we have shared goals for the audio branding. Then, we engage in a demoing process which may involve several stages of concepting and revisions. Ultimately, we won't rest until our clients are thrilled with audio branding which is instantly recognizable, connecting listeners with the brand in an emotive, unforgettable way.  

What People Are Saying

  • "Over the years, we’ve been fortunate to have the opportunity to work with Howling Music and their team of musical savants. Not only are they incredibly talented, but their spirit of collaboration and who they are as people, make the journey even more rewarding."

    David Angelo, Founder / Chairman David & Goliath

  • “I’ve been a fan of David Grow’s since he was a puppy. A very talented, pleasure-to-work-with puppy. Always delivers. Throw him a job and see what I mean. Good human.”

    Cameron Day, ECD Two Headed Cam

  • “They make us look like geniuses. No matter where I’m at, Howling Music stays in my contacts. They’re go-to for me.”

    Alan Whitley, Group CD Wunderman Thompson ATL

  • “You guys have amazing gifts! Thank-you for continuing to share them with us at GTB.”

    Kirk Sieder, Creative Director GTB, Atlanta

  • “Howling Music not only brings incredible talent to every assignment, but they continually push to top themselves every step of the way.”

    Margaret Bond, VP / Group CD LGA

  • “These guys are so bad at their job that I keep going back to them with music briefs. I keep hoping that they’ll fail so I can finally tell them to GTFO. But, they keep nailing it, so I guess I’ll keep running back to them.”

    Ann Truong, Producer David & Goliath

  • “Howling Music has done first class work regardless of the size of my budget. That’s the mark of true integrity.”

    Ken Butts, Creative Director Zimmerman Advertising

  • “Outside of having great original composition skills, Howling Music’s library hits the spot.”

    Celestina Lucero, Producer Innocean USA