Podcast
Erwin de Boer - How sound is used for design and branding
A conversation with Erwin de Boer about sound branding, audio identity, marketing, and how sound can shape the experience of products, places, and brands.
In this conversation
Erwin de Boer explains sound branding and the role of audio in design, marketing, and experience. The conversation moves from brand identity to virtual reality, physical environments, and the practical levels at which sound can be implemented.
Sound is often treated as decoration. Here it becomes a design layer that can guide attention, emotion, memory, and brand recognition.
Central question
How does sound change the way people experience a brand, place, or product?
What we cover
- How sound branding is approached and implemented at different levels.
- Why audio matters in environments such as airports, products, virtual reality, and marketing.
- Where sound and music can improve experiences when used intentionally.
Guest background
Erwin de Boer works in marketing and has extensive experience as a sound brand designer, with hands-on work across audio, video, and photography.
Things to listen for
- Why sound is part of identity, not only ambience.
- How different contexts require different audio decisions.
- Where brands can use sound without making the experience intrusive.
Sound as design material
Background sound
Audio sits behind the experience and is noticed mainly when it is wrong.
Brand system
Sound is designed as part of recognition, emotion, timing, and memory.