# Branded Podcasts: How Brands Earn Attention and Build Trust | Neil Cowling

Page: https://stenobird.com/podcast/audio-branding-402887/branded-podcasts-how-brands-earn-attention-and-build-trust-neil-cowling
Text version: https://stenobird.com/podcast/audio-branding-402887/branded-podcasts-how-brands-earn-attention-and-build-trust-neil-cowling.md
Podcast: [Audio Branding](https://stenobird.com/podcast/audio-branding-402887)
Published: 2026-07-22T10:00:00+00:00
Episode link: https://voiceoversandvocals.com/blog/audio-branding/branded-podcasts-how-brands-earn-attention-and-build-trust-neil-cowling/
Audio file: https://op3.dev/e/episodes.captivate.fm/episode/aaefc854-5936-44ef-b066-ced58dd1af52.mp3
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JSON: https://stenobird.com/v1/public/podcasts/audio-branding-402887/episodes/branded-podcasts-how-brands-earn-attention-and-build-trust-neil-cowling
Duration seconds: 2266

## Resource

“ So the answer to why is that podcasts, whether they’re audio only or, nowadays, the vast majority are including video as well, provide a depth and a nuance and a detail of conversation that is almost impossible to get anywhere else. So, you know, we live in an age where people are scanning TikTok and brands are trying to catch your attention for three seconds. And they feel like that’s a triumph. If you’ve stopped scrolling for just three seconds and looked at their thing, it doesn’t really matter if you’ve clicked through. And so, in an age where attention is so valuable, podcasting creates a level of attention that no one else except cinema can compete with.” – Neil Cowling This episode’s guest is the founder of Fresh Air, the leading branded podcast agency in the UK and the most awarded podcast company in Europe. Before getting into podcasting, he spent years creating documentaries and promotional campaigns for some of the BBC’s biggest shows, such as Doctor Who , the Olympics, and Luther . He’s one of the UK’s leading experts in how to use audio to build a brand’s unique tone of voice, creating work that drives client results and provides entertainment for listeners. His name is Neil Cowling, and we’ll be discussing how brands can earn real attention, balance creativity with business goals, and use sound to connect more deeply with audiences. As always, if you have questions for my guest, you’re welcome to reach out through the links in the show notes. If you have questions for me, visit audiobrandingpodcast.com , where you’ll find a lot of ways to get in touch. Plus, subscribing to the newsletter will let you know when the new podcasts are available, along with other interesting bits of audio-related news. And if you’re getting some value from listening, the bes…

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## Transcript

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