“Too much sound complicates things, it confuses things, and it causes annoyance and fatigue, too much brain power needed. Too much cognitive load, and it’s a known fact. So oftentimes companies will come to me and say, ‘Hey, we have, you know, sixty sounds we want to create.’ And I go, ‘Okay, cool. Let’s take a look at the list. Let me understand your product a little better and let’s try to find ways to strip it back.’ Because, you know, that can be very overwhelming for users.” – Connor Moore

This episode’s guest is a leading expert in audio UX and audio branding. As the founder of CMoore Sound, he’s shaped how major brands like Google, Uber, Peloton, and Airbnb use sound to enhance their products and connect with audiences. Over the past fifteen years, he’s helped define how sound influences everything from brand identity to user experience, and he’s been featured in The New Yorker, NPR, and Google’s Design series. He’s also a fellow judge for the International Sound Awards, which is how we met. His name is Connor Moore and his work shows how sound isn’t just decoration, it’s a powerful tool that shapes how we feel, navigate, and interact with the world.

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(00:00) – Connor’s Audio Eureka Moment

Our conversation starts with Connor’s early memories of sound, and how quickly he came to realize in college that audio branding wasn’t really a thing in marketing. “It really begged the question for me of why aren’t brands thinking about sound and music like they are for their visual branding,” he explains. “So that, to me, was a bit of a eureka moment and really kind of set me on my path.” He talks about how both old-time jingles and current audio brands like Netflix get it right when it comes to repetition, and his process for getting clients what they need to establish their audio brand. “With my business,” Connor tells us, “I’m involved at every stage… that’s a big value add. Having a veteran in the industry in the room at all times and really guiding the work, that is really the biggest differentiator.”

(12:23) – The Evolution of Sonic Branding

Connor tells us about some of his current projects, including a major car company that needs a creative approach to sonic branding. “They’re a product first company,” he says. “It’s an automotive company. Without the product, you don’t have the brand. So that is the biggest touch point for their customers. And you can do the audio branding process through UX. It’s really the same process.” He shares the insights he gained from working with companies like Samsung and Lucid Motors, and tells us about the early days of audio-first UX. “Back then they were just very simple kind of ringtones and alarms,” he says. “And what I did is I went in and really crafted really long form compositions that gradually pick up over time, you know, with volume, percussion, harmonics, [and] complexity.”

(26:15) – Creating a More Thoughtful Soundscape

As we come to the end of the first half of our discussion, Conner tells us how he balances the functionality of UX with the distinctiveness of audio branding. “There should be a level of cohesion across the experience,” he explains. “But there should also be levels of distinction. So a welcome sound for an in-car experience could be very soft and inviting, whereas, like, for a collision sound, it can’t be soft. You know, it has to be kind of in your face.” We talk about the value of silence, and how knowing when not to make a sonic impression can be as important as making one. “There’s a lot of power in simplicity and silence,” he says. “That is the biggest takeaway of my time in this space.”

Episode Summary

Connor discusses his first experiences with sound and sonic branding.
We explore how sonic branding has become more intentional over the years.
Our discussion turns to the need for thoughtful, pleasing soundscapes.

Tune in for next week’s episode as we talk about the latest developments in AI-driven neural voices, Connor’s pioneering work at Google Glass and on State Farm’s famous sonic logo, and how companies that don’t necessarily need a musical jingle can still take advantage of an audio brand.

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How Sound Design Revolutionizes Branding: A Conversation with Connor Moore – Part 1