When we think of branding, we usually go right to what we see. But listen up - what we hear from a brand can be just as important as any other element in its identity. Joel Beckerman is the founder of Made Music Studio, which has created sonic identities and campaign elements for top brands, like Corona, Burger King, HBO, AT&T, and Panera. Joel joins Brian and John to chime in on the power of sonic branding. Hear how Joel got started, the impact of sound stickiness, and the time his music replaced a John Williams score (yes, that John Williams). Brian and John also share some interesting holiday shopping insights from a recent client project.

Key topics & chapter markers

(00:45): Diving into holiday shopping behaviors

(08:43): Introducing Joel Beckerman

(16:04): Time and resources to create sonic logos

(21:00): Creating an in-store sonic experience

(27:43): Building sonic branding for Corona and Burger King

(32:07): Developing new sound for an iconic sound (HBO)

(33:29): Evolving music by the great John Williams

(45:18): Measuring the impact of sound

Background content

Made Music Studios

• Corona
• Burger King
• HBO
• AT&T
• Super Bowl LII

2025 Essential Retail Insights Guide - AnthologyAI

Is Your Brand on Mute? - Fast Company

The Need to be Heard - Forbes

We often talk about the wonderfully wacky world of TV and media. Right in the middle of it all is Jinx Joglekar, who is responsible for acquiring customers for not just one but TWO TV brands: streaming subscribers for Sling TV and traditional pay TV subscribers for Dish Network. (Yes, TV providers call us all “subs.”) Leading off, John and Brian share good barroom trivia about common product names that are/were actually trademarked brands. Note: this episode was recorded shortly before DirecTV announced long-anticipated plans to purchase Dish Network/Sling.

Key topics & chapter markers

(00:25): The demise of the Tupperware brand

(02:13): Brands that have become generics

(08:48): Meet Jinx Joglekar

(10:51): Finding the right targets, the right media, and the right offering

(15:17): Managing churn and positioning in the era of cord-cutting and switching

(21:50): Rewarding customers for watching TV

(30:08): Marketing TV is fun!

(33:08): Jinx has a patent. No, TWO patents

(37:34): Leadership lessons for large teams

(39:49): From physics and music to marketing: a career spent saying “yes”

Background content

Tupperware going bankrupt - Fast Company

WTF is a mimeograph machine? - How Stuff Works

DirectTV merging with Dish Network - Variety

Sling TV’s recent campaign - YouTube

Connect with Brian and John on LinkedIn:

https://www.linkedin.com/in/brianmarks13/

https://www.linkedin.com/in/john-l-young/

Proving brands don’t need to spend big on ad agencies, REI’s in-house creative team is delivering high-impact marketing campaigns while showcasing the brand’s true purpose. Internal creative director Jonathan Springer joins us to share how the REI team recently launched its Opt Outside campaign. Anchored by a smart, beautiful commercial – shot on actual film AND featuring music by our hometown Philly band, Dr. Dog – Opt Outside creates a brand platform across media channels for REI. Hear Springer talk about the craft of communications, working on a brand with purpose, and the differences between in-house teams and ad agencies. (And no, the birds chirping in the background aren’t sound effects; Springer was simply letting the great outdoors join our session.)

Key topics & chapter markers

(00:52): Snap Decisions Lightning Round: Which brand does it better?

(03:46): Introducing Jonathan Springer, REI creative director

(06:02): REI’s Opt Outside campaign

(08:39): Dr. Dog asks: Where does all the time go?

(10:01): How the campaign reflects the brand purpose

(14:18): Managing an in-house creative team/ Internal vs. agency resources

(24:26): Finding and guiding creative talent

(29:40): Measuring brand performance

(31:29): Shooting on film!

Background content

REI Co-op Opt Outside - YouTube

Connect with Brian and John on LinkedIn:

https://www.linkedin.com/in/brianmarks13/

https://www.linkedin.com/in/john-l-young/