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