This is the second part of my interview with Tom Eymundson. This part dives in deeper to the bigger necessity of having an audio brand. This audio brand is the connective tissue to your customers. Tom really lays out for us how important an audio brand is as we move into this next decade.We discuss:The brands Tom has worked with that really stuck out to himHis big brand collaborations- Koodo, Porter AirlinesThe way that Porter Airlines has used a champagne flute ping in their audio brandingThe piece of jazz Porter Airlines acquired and where Porter plays their sonic branding (on commercials and when you get on their airplanes)Cobranding with different pieces of audioThe difference between sonic branding and a piece of musicThe danger of leveraging someone else’s music to tap into an emotional connection with your audienceBranding being an even more important piece of business as more startups are being createdHow businesses are being judged on their audio branding now more than everThe NEED for connecting with your customers as a businessBrands creating their own mix tapes to connect with their customersSound as a key component to expressing the quality of your brandThe upcoming need of becoming more and more sound proficient as a brandHow one company is using dynamic music in a phone appMastercard’s new audio soundscape and adding in a sound for your transactions onlineMoving toward having companies create transactional sounds and partnerships between companiesThe time it takes for something in audio to become memorableTom’s current project - doing phase 3 of testing with a lottery companyAll the backend that has to happen for audio branding to be done wellThe cost of creating a really great audio brandUsing a piece of music versus a human voiceMarketing and explaining to companies how important an audio brand can beThe longevity of an audio brandMcDonald’s success with their audio brandHow audio branding is your handshake on the way out the door If you want to find more information about Pirate Group Inc, you can find them:On their website: www.piratetoronto.comOn Facebook: https://www.facebook.com/piratetorontoOn Instagram: www.instagram.com/pirate_torontoOn LinkedIn: https://www.linkedin.com/company/pirate-radio-&-television/On Twitter: https://twitter.com/piratetoronto This episode was very skillfully made to sound beautiful by the talented Humberto Franco (http://www.humbertofranco.com/).Would you consider reviewing the Audio Branding Podcast? If so, here’s the Apple Podcast link: https://podcasts.apple.com/podcast/audio-branding/id1489042453 And if you like what you hear (and read!) – please do share it with anyone you think might be interested. Thanks so much!And if you’re interested in crafting an audio brand for your business, why not check out my FREE download – 5 Tips For Implementing An Intentional Audio Strategy at