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BrandingBusiness Chimes In On How To Strategically Use ‘Sonic Branding’ on “Expert Opinion”


IRVINE, Calif. (August 27, 2014) – BrandingBusiness, a leading business-to-businessbrand strategy and development firm with offices in California and New York, has premiered a new installment of its ‘Expert Opinion’ interview podcast.  The new show features Joel Beckerman, Founder and Lead Composer at Man Made Music, describing how to create and develop a sonic brand strategy that allows B2B brands to stand the test of time.

“Sonic branding has become an integral piece in a comprehensive brand strategy, creating an experience that establishes an emotional connection,” said ‘Expert Opinion’ interviewer and BrandingBusiness Founding Partner, Ray Baird.  “Joel Beckerman has worked with major brands like AT&T and Hertz, as well as the themes for NBC Nightly News with Brian Williams and ESPN’s critically acclaimed sports documentary films 30 for 30, and explains how brands use brief melodies as branding signatures.”

Beckerman is a 20-year veteran of music for media, as well as a gifted composer, producer and arranger who has created a unique and distinctive sound for hundreds of television shows and brands.  He founded Man Made Music in 1998, a unique bi-coastal music company specializing in soundtracks and sonic branding for entertainment and general market brands.

He has received the prestigious ASCAP Most Performed Themes Award seven years in a row, and his team has received 12 Promax Gold Muses and The Broadcast Design Association Pinnacle award.  In 2010, Fast Company named Man Made Music the #3 Most Innovative Music Company in the world, after Apple and Spotify.  Beckerman has produced acclaimed television and brand soundtracks with legendary Hollywood composers including John Williams (Star Wars), James Horner (Titanic) and Don Davis (The Matrix).  In addition, he has collaborated with many distinguished performing artists such as John Rzeznik, Ice-T and John Legend.

An NYU graduate, Beckerman started his career at a publishing demo studio as producer, arranger, sound designer and performer, while playing in numerous New York bands.  Soon he began writing music for general market advertisers and working on award-winning campaigns for top marketers like Nike, Pepsi, Mercedes, United Airlines, Lipton and many others.  In 1995 he founded the broadcast division of Red House Music, before creating Man Made Music in 1998.

BrandingBusiness’ “Expert Opinion” interviews are part of the firm’s online community, www.BrandingBusiness.com, dedicated to brand strategy, brand development and brand engagement.  It is an open online forum for branding professionals, their clients and interested prospects.  Along with sharing the longtime experience-driven expertise of BrandingBusiness with an unmatched portfolio in the B2B world and thought leadership through a variety of interactive opportunities, it is designed to bring together the best minds in branding and provide an engaging conversation about branding as a business tool.  BrandingBusiness includes the latest blog articles, lively debates, topical discussions, critical inquiries, answer to questions and questions to answer.

“Expert Opinion” interviews feature the four BrandingBusiness Founding Partners, Baird, Alan Brew, Michael Dula and Ryan Rieches, as they interview influential CEOs and discuss and analyze the latest news and trends in the world of branding, brand development and branding strategies.  From BP’s five minutes of shame, to healthcare business branding strategies, to analyzing the power of differentiation, these gentlemen share their insights and knowledge of branding in today’s ever-changing business environment.

About BrandingBusiness
BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands.  The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy.  It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face.  Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies.  BrandingBusiness has offices in Irvine, Calif., and New York City.