How do you make an entire country sound like itself?

Brittney Rigby sits down with Sarah Holder (Head of Communications, Marketing and Engagement, Austrade) and Nick West (Co-Founder and Creative Strategist, Smith & Western) on building the first sonic identity for Australia's Nation Brand.

They get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird beat the didgeridoo to become the sound of Australia.

A must-listen for anyone in advertising, marketing, radio or audio production.
Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

How do you make an entire country sound like itself?
Brittney Rigby sits down with Sarah Holder (Head of Communications, Marketing and Engagement, Austrade) and Nick West (Co-Founder and Creative Strategist, Smith &amp; Western) on building the first sonic identity for Australia's Nation Brand.
They get into the four soundscapes behind it, why the long form work came before the three second logo, testing in seven overseas markets, working with Balarinji and vocalist Olivia Fox, and how a whipbird beat the didgeridoo to become the sound of Australia.
A must-listen for anyone in advertising, marketing, radio or audio production. Aussie radio and audio reaches more than 15 million people every week. It's where brands are heard.

How Audio Moves Minds & Markets. 

Heard Mentality explores how the world’s most creative brands and minds use sound to make people feel, think, and act. 

Presented by Commercial Radio & Audio and hosted by Little Black Book’s Brittany Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through — and move us as people.

How Audio Moves Minds &amp; Markets. 
Heard Mentality explores how the world&rsquo;s most creative brands and minds use sound to make people feel, think, and act.&nbsp;
Presented by Commercial Radio &amp; Audio and hosted by Little Black Book&rsquo;s Brittany Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through &mdash; and move us as people.

Heard Mentality

Heard Mentality explores how the world’s most creative brands use sound to make people feel, think, and act.

Presented by Commercial Radio & Audio and hosted by LBB’s Britt Rigby, it’s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

Heard Mentality explores how the world&rsquo;s most creative brands use sound to make people feel, think, and act.
Presented by Commercial Radio &amp; Audio and hosted by LBB&rsquo;s Britt Rigby, it&rsquo;s a fast, inspiring look into the stories and strategies proving the power of audio to cut through and move audiences.

Inside Brand Australia's Sonic Identity

https://api.omny.fm/orgs/7be56c86-a204-4c93-a281-aaed00004c3f/clips/4db897c5-fcb5-4748-adba-b4c100079d5f/transcript