Adelphoi Music Podcast

There was a time when the Lakme theme was synonymous with British Airways. It was recognised and loved all over the world, and became a case study in audio branding effectiveness. But in 2011 it was pulled from all BA’s advertising, apparently for ever. Why? In this episode Jamie looks at the problem of long-term … Continue reading "British Airways part 2: The trouble with Lakme"

The British Airways theme (‘Lakme') is one of the longest-lasting, and most widely recognised brand themes in the world. Where did it come from, and what made it so successful? In this episode Jamie goes back to the tumultuous early days of the airline, and its transformation under Lord King from a loss-making state-owned drudge … Continue reading "British Airways Part 1: Why Lakme?"

A podcast about audio branding by Adelphoi Music and Advertising Week.Hosted by Jamie Masters. In the latest edition of the Adelphoi podcast, Jamie is joined by Adelphoi colleague Mike, to discuss interactive audio ads. With the apparently unstoppable rise of voice technology in recent years, it was perhaps inevitable that we’d start talking to our … Continue reading "Interactive Audio Ads"

It’s obvious that sonic logos need to be repeated if they’re to have any chance of working – but is repetition all that matters? How much repetition is enough? And can it be overdone? In this episode Jamie looks into the power of repetition as a thing in itself. Using both the scientific evidence of … Continue reading "Sonic Logos Part 4: Repetition"

In this episode of his mini-series on sonic logos, Jamie wonders why brands seem to prefer sonic logos to longer brand tracks. What special magic there is in 3-second snippets of sound? And why do they seem to be getting even shorter?

In this episode Jamie focuses on TV ads, and wonders why sonic logos are usually held back till the final few seconds. The answer goes to the heart of what we think sonics are for – but maybe the idea itself needs to be shaken up a bit.

The start of a mini-series on sonic logos, what they are and how they work. In the first episode Jamie focuses on cinema and TV idents, which depend for their effect on making associations with a pleasurable experience.

Audio branding. Quite a wide topic, and one in which Adelphoi's Jamie Masters has become quite the connoisseur. In this new episode of The Adelphoi Music Podcast Series he shares some of the fruits of his research, as he takes a critical look at one of the classic sonic logos, the Intel ‘bongs'.  Created in … Continue reading "Audio branding: the shadow of Intel"

Mastercard’s new audio identity set everyone’s pulses racing when it was unveiled last year. There was a deluge of positive reporting, agencies and brands alike were wowed, and it even won a rather dubious award. But a year on, has it really fulfilled its promise? Jamie thinks not, and argues that the problem lies in … Continue reading "Audio branding: Mastercard's Missteps"

This episode is the second of two about McDonald's.  You can't talk long about audio branding without coming up against McDonald's. Their current audio identity – I'm Lovin' It – has been in use since 2003, and can be instantly recognised the world over. One of the only examples of brands who have been able … Continue reading "Audio Branding: McDonald's Part 2 – Longevity"

This episode is the first of two about McDonald's.  You can't talk long about audio branding without coming up against McDonald's. Their current audio identity – I'm Lovin' It – has been in use since 2003, and can be instantly recognised the world over. One of the only examples of brands who have been able … Continue reading "Audio Branding: McDonald's Part 1 – Theme and Variations"