Audio Branding

Not just advertising buzz words.

A mnemonic, or memory device, is any learning technique that aids information retention or retrieval in human memory.

Musical mnemonics make use of pitch, timbre, melody, rhythm, and other audio devices to help people remember stuff. They’re ear worms. In the music biz, we call them “hooks” because they stick around.

As dog people, we liken sonic branding and mnemonics to Pavlov and his famous pooch. We’ve never made a person drool at the sound of our sonics, but that doesn’t mean we’ll stop trying.

 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 European brand needed a melody which would be memorable and instantly identifiable. The acoustic guitar added warmth and helped dilute the electronic, synthesized qualities.

This domestic brand liked what we had done for Spar and wanted something in that organic vein.

 Our Process

Our process is not static and is dependent on the specific needs of our client, but overall, we strive to carefully review the brand history and aspirational brand direction.

In cooperation with our client, we create an audio branding objective brief. This usually includes overall branding goals, any sonic directives (such as the use of lyric or existing melodic or sonic elements), and serves as a guide for the sonic development of the mnemonic.

We then begin exploring sound and melodic palettes, which is the foundation of sonic branding.

Lastly, we work cooperatively with our clients to create the perfect branding element which will be instantly recognizable; simple yet memorable.

Give us a shout.

And by shout we mean it, we’ve got the tunes cranked!

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