# How Audio Branding Transforms Marketing: A Conversation with David Courtier-Dutton – Part 2

Page: https://stenobird.com/podcast/audio-branding-402887/how-audio-branding-transforms-marketing-a-conversation-with-david-courtier-dutton-part-2
Text version: https://stenobird.com/podcast/audio-branding-402887/how-audio-branding-transforms-marketing-a-conversation-with-david-courtier-dutton-part-2.md
Podcast: [Audio Branding](https://stenobird.com/podcast/audio-branding-402887)
Published: 2026-04-22T10:00:00+00:00
Episode link: https://voiceoversandvocals.com/blog/audio-branding/how-audio-branding-transforms-marketing-a-conversation-with-david-courtier-dutton-part-2/
Audio file: https://op3.dev/e/episodes.captivate.fm/episode/20080812-2e02-4946-bf65-130530f1b217.mp3
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JSON: https://stenobird.com/v1/public/podcasts/audio-branding-402887/episodes/how-audio-branding-transforms-marketing-a-conversation-with-david-courtier-dutton-part-2
Duration seconds: 1762

## Resource

“ Live is always going to be great. Human connection is the only thing that will differentiate AI from people and from artists. And that is, I think, going to be the key lever that artists have left. So in the same way as you might go and buy a handmade coffee cup for $20 from an artisan stall when you can buy one for a dollar in Walmart, music will still hold great value.” – David Courtier-Dutton This episode is the second half of my conversation with the founder and CEO of SoundOut, David Courtier-Dutton, as we discuss the catch-22 financial companies can face when it comes to making a sonic impression, how some companies are reaching old and new customers alike by reviving the radio jingles of years past, and the role of audio branding in an increasingly AI-driven world. 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 best ways to show your support are to share this podcast with a friend and leave an honest review . Both those things really help, and I’d love to feature your review on future podcasts. You can leave one either in written or in voice format from the podcast’s main page. I would so appreciate that. (00:00) – Surprising Trends in Sonic Branding The second half of our conversation starts as David shares more of SoundOut’s discoveries about the effectiveness of branding, including why Visa and Mastercard’s sonic logos haven’t made the impact they’d hoped. “Listening to their sonic logo…

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## Transcript

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