Audio Logos: An Interview with Dr. David Allan - Part 2

<p><em>“I can't imagine – and again, I always have to preface this by saying I know it's not just about the audio logo – but I just can't imagine that when you're designing a print logo why you don't also sit there and go ‘I wonder what that thing would sound like if it could make sound,’ and then develop that too, and then present both of them at the same time, in combination, and give yourself one more, you know, one more sense to have. A lot of brands have a smell: McDonald's has french fries. A lot of them are already using that sense, so don't forget about the audio.” -- </em>Dr. David Allan</p><p>&nbsp;</p><p>This episode's the second part of my interview with marketing professor, author, and podcast host Dr. David Allan, as we talk about famous audio brands of the past, the secret to a successful multisensory marketing campaign, and the unexpected connection between digital audio and NFTs.</p><p>As always, if you have any questions for my guest, you’re welcome to reach out through the links in the show notes.&nbsp; If you have questions for me, just visit <a href="http://www.audiobrandingpodcast.com/" rel="noopener noreferrer" target="_blank">www.audiobrandingpodcast.com</a> where you’ll find all sorts of ways to get in touch. Plus, subscribing to the newsletter (on the <a href="http://www.audiobrandingpodcast.com/" rel="noopener noreferrer" target="_blank">www.audiobrandingpodcast.com</a> webpage) will let you know when the new podcasts are available.</p><p>&nbsp;</p><p><strong>Seeing, Hearing, and Feeling</strong></p><p>“Marketing tells you you should go look at your target demographic,” Dr. Allan explains as we start the second half of the interview, “and try to give them what they want.” We take a look at how McDonald's took a risk and challenged that conventional wisdom with its now-famous "I'm Lovin' It" campaign, and the surprising connection between Walter Werzowa, the musician behind Intel's famous sonic logo, and the legendary pop band ABBA.&nbsp; We look at Apple's ad campaigns and how they evol