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How Sound Builds Brand Trust: A Conversation with Darren Borrino - Part 1
Manage episode 509485880 series 2799301
Content provided by Jodi Krangle. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jodi Krangle or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
“If you're going to be doing a commercial, for example, for BMW, where people are spending a lot of money on a Seven Series and it's a luxury car, but then you hear the TV ad or the radio ad or wherever you're listening, and that sound isn't recorded at the highest quality. Like, your logical mind might not pick it up, but if it sounds a little tinny or it's too much of an echo, you pick that up, and that really does build into the overall feeling of the brand in terms of quality. There was an interesting example with Nissan. They launched one of the first electric vehicles a long time ago, and when they put it out into the market, they found that people felt that maybe it was a little flimsy, it didn't feel quite right, like, well made. So obviously they went in to fix their upholstery, and they started making things a little more high quality, and consumers are still saying, ‘I don't know what it is, there's something about this, it just doesn't feel like a quality vehicle.’ And what they did was they changed the audio. Through the speakers in the car, when you start it up, it will make a fake sound of the car starting up. And, all of a sudden, people are like, ‘ah, now it feels like a car.’” – Darren Borrino
This week’s guest is an art director at heart and an ECD-level creative with over twenty years experience, working all across the globe. He’s led teams at some of the world’s top agencies, such as TBWA, DDB, and Saatchi & Saatchi, and has won multiple awards for his work. He launched Inkfish, a boutique agency in New York that helps smaller challenger brands take on the big guys with sharper strategy, more disruptive creative, and budgets that go into the work, not overheads. He’s endlessly curious about what persuades the human mind, loves ideas that actually land, and believes that the best work comes from collaboration and clarity, as well as a healthy sense of humor.
His name is Darren Borrino, and in this episode, we’ll be discussing how companies can shake things up using sound, the difference between clever and persuasive, and how to stay relevant in a changing ad world – especially in the age of AI. Stay tuned for a Masterclass in being different!
As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
(0:00:00) - The Power of Sound in Advertising
We start off our discussion with Darren’s childhood impressions of sound, which include the Universal audio logo when he and his dad used to watch movies. “You'd made it home, you'd finished everything you wanted to do,” he says, “and you could sort of relax with a little bit of popcorn and maybe watch a movie and just take it easy. So that was probably the first time.” Our discussion turns to audio branding in the age of social media, and just how quickly things move today – especially audience attention. “People switch off very quickly,” Darren explains. “So you need to make sure you have a brand that has the right qualities, and then you match that with the right voice to bring that to life.”
(0:12:18) - Building Brand Trust Through Audio Consistency
Darren and I talk about sound’s power to quickly grab and hold the listener’s attention, and how that can be a double-edged sword when it comes to branding. “The problem with that,” he explains, “is if you're paying attention to the voice or the quality of the voice, or the sound or the sound effects, or the mix or whatever it is, then you're not paying attention to what I'm trying to tell you.” He explains the difference between clever and persuasive approaches, and warns against ad campaigns that can become too clever for their own good. “It's very important to keep a consistent brand,” he adds, “a consistent tone of voice, keep it really simple and make it reliable, and that's how you build trust.”
(0:22:26) - The Impact of Sound in Advertising
As we wrap up the first half of our conversation, Darren talks about the risks of over-planning and overproducing an ad campaign, and he shares some examples of effective campaigns that came together in more organic ways. “The best thing you can do,” he explains, “is [to] literally take that idea and go sit with a voiceover artist, or a weird creative or a musician, and just say ‘Here's the idea. Let's just throw some stuff around, let's just record whatever we're doing, let's have fun with it.’” He recalls his work with VistaPrint’s memorable “Unregiftable” campaign, and a compelling example from the Nissan Leaf of how sound shapes consumer expectations. “What they did,” he recalls, “was they changed the audio through the speakers in the car. When you start it up, it would make a fake sound of the car starting up. And all of a sudden people like, ‘Ah, now it feels like a car.’”
Episode Summary
- Sound's emotional power in branding and how it deepens an audience’s connection.
- How Darren’s work with markets around the world have shaped his perspective.
- The power of sound in marketing campaigns and shaping the consumer’s experience.
Be sure to tune in for next week’s episode as Darren talks about his advertising work around the world, from Prague to Sydney, the impact that AI and content creation tools like Midjourney have made on the advertising industry, and his advice to young creatives starting out in the digital age.
Connect with the Audio Branding Podcast:
Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com
Connect with me on Instagram - https://www.instagram.com/jodikrangle/
Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO
Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/
Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)
Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!
https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/
Get my Top Five Tips for Implementing an Intentional Audio Strategy
https://voiceoversandvocals.com/audio-branding-strategy/
Editing/Production by Humberto Franco - https://humbertofranco.com/
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
300 episodes
Share
Manage episode 509485880 series 2799301
Content provided by Jodi Krangle. All podcast content including episodes, graphics, and podcast descriptions are uploaded and provided directly by Jodi Krangle or their podcast platform partner. If you believe someone is using your copyrighted work without your permission, you can follow the process outlined here https://podcastplayer.com/legal.
“If you're going to be doing a commercial, for example, for BMW, where people are spending a lot of money on a Seven Series and it's a luxury car, but then you hear the TV ad or the radio ad or wherever you're listening, and that sound isn't recorded at the highest quality. Like, your logical mind might not pick it up, but if it sounds a little tinny or it's too much of an echo, you pick that up, and that really does build into the overall feeling of the brand in terms of quality. There was an interesting example with Nissan. They launched one of the first electric vehicles a long time ago, and when they put it out into the market, they found that people felt that maybe it was a little flimsy, it didn't feel quite right, like, well made. So obviously they went in to fix their upholstery, and they started making things a little more high quality, and consumers are still saying, ‘I don't know what it is, there's something about this, it just doesn't feel like a quality vehicle.’ And what they did was they changed the audio. Through the speakers in the car, when you start it up, it will make a fake sound of the car starting up. And, all of a sudden, people are like, ‘ah, now it feels like a car.’” – Darren Borrino
This week’s guest is an art director at heart and an ECD-level creative with over twenty years experience, working all across the globe. He’s led teams at some of the world’s top agencies, such as TBWA, DDB, and Saatchi & Saatchi, and has won multiple awards for his work. He launched Inkfish, a boutique agency in New York that helps smaller challenger brands take on the big guys with sharper strategy, more disruptive creative, and budgets that go into the work, not overheads. He’s endlessly curious about what persuades the human mind, loves ideas that actually land, and believes that the best work comes from collaboration and clarity, as well as a healthy sense of humor.
His name is Darren Borrino, and in this episode, we’ll be discussing how companies can shake things up using sound, the difference between clever and persuasive, and how to stay relevant in a changing ad world – especially in the age of AI. Stay tuned for a Masterclass in being different!
As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com, where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the best ways to show your support are to share this podcast with a friend and leave an honest review. Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that.
(0:00:00) - The Power of Sound in Advertising
We start off our discussion with Darren’s childhood impressions of sound, which include the Universal audio logo when he and his dad used to watch movies. “You'd made it home, you'd finished everything you wanted to do,” he says, “and you could sort of relax with a little bit of popcorn and maybe watch a movie and just take it easy. So that was probably the first time.” Our discussion turns to audio branding in the age of social media, and just how quickly things move today – especially audience attention. “People switch off very quickly,” Darren explains. “So you need to make sure you have a brand that has the right qualities, and then you match that with the right voice to bring that to life.”
(0:12:18) - Building Brand Trust Through Audio Consistency
Darren and I talk about sound’s power to quickly grab and hold the listener’s attention, and how that can be a double-edged sword when it comes to branding. “The problem with that,” he explains, “is if you're paying attention to the voice or the quality of the voice, or the sound or the sound effects, or the mix or whatever it is, then you're not paying attention to what I'm trying to tell you.” He explains the difference between clever and persuasive approaches, and warns against ad campaigns that can become too clever for their own good. “It's very important to keep a consistent brand,” he adds, “a consistent tone of voice, keep it really simple and make it reliable, and that's how you build trust.”
(0:22:26) - The Impact of Sound in Advertising
As we wrap up the first half of our conversation, Darren talks about the risks of over-planning and overproducing an ad campaign, and he shares some examples of effective campaigns that came together in more organic ways. “The best thing you can do,” he explains, “is [to] literally take that idea and go sit with a voiceover artist, or a weird creative or a musician, and just say ‘Here's the idea. Let's just throw some stuff around, let's just record whatever we're doing, let's have fun with it.’” He recalls his work with VistaPrint’s memorable “Unregiftable” campaign, and a compelling example from the Nissan Leaf of how sound shapes consumer expectations. “What they did,” he recalls, “was they changed the audio through the speakers in the car. When you start it up, it would make a fake sound of the car starting up. And all of a sudden people like, ‘Ah, now it feels like a car.’”
Episode Summary
- Sound's emotional power in branding and how it deepens an audience’s connection.
- How Darren’s work with markets around the world have shaped his perspective.
- The power of sound in marketing campaigns and shaping the consumer’s experience.
Be sure to tune in for next week’s episode as Darren talks about his advertising work around the world, from Prague to Sydney, the impact that AI and content creation tools like Midjourney have made on the advertising industry, and his advice to young creatives starting out in the digital age.
Connect with the Audio Branding Podcast:
Book your project with Voice Overs and Vocals by visiting https://voiceoversandvocals.com
Connect with me on Instagram - https://www.instagram.com/jodikrangle/
Watch the Audio Branding Podcast on YouTube - https://www.youtube.com/c/JodiKrangleVO
Connect with me on LinkedIn - https://www.linkedin.com/in/jodikrangle/
Leave the Audio Branding Podcast a review at https://lovethepodcast.com/audiobranding (Thank you!)
Share your passion effectively with these Tips for Sounding Your Best as a Podcast Guest!
https://voiceoversandvocals.com/tips-for-sounding-your-best-as-a-podcast-guest/
Get my Top Five Tips for Implementing an Intentional Audio Strategy
https://voiceoversandvocals.com/audio-branding-strategy/
Editing/Production by Humberto Franco - https://humbertofranco.com/
This podcast uses the following third-party services for analysis:
OP3 - https://op3.dev/privacy
300 episodes
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