Kattenburgerstraat 5

1015 JA, Amsterdam

+31 6 360 98 998

24/7 Reachable by phone

Email address


Connect to cultural movements

Learn as much as you can about relevant cultural movements and appeal consistently to the right emotions to respond.

Our digital lives form our desires: The aesthetics, sounds, music, images, and voices that fill our social feeds and online existence influence our perception. Based on how we perceive things, we develop preference and attraction to certain people, places, Brands, products, and services.  

A strong sustainable Brand identity claims such status by adding consistent value through all these elements while staying true to its culture and desired emotional connections. 

They hold on to authenticity and exploit movements in specific fields of interest to anticipate and lead change by identifying movements through listening. 

Listening is the process of monitoring. It has become a common marketing practice in which networks such as Instagram, Facebook, Twitter, and LinkedIn are widely used. 

Audio platforms such as Spotify, Soundcloud, and Pandora are often overlooked while they offer extremely valuable opportunities to learn about audiences and study cultural movements to capitalize on long term shifts.

55% BELIEVE THERE IS TOO MUCH VISUAL STIMULATION AND THINK AUDIO OFFERS A NICE ESCAPE.” – Source: Spotify trend survey among 500 U.K. respondents 15-37, February 2019

Try to learn why people are listening instead of what they’re listening to. It’s less about their work as a musician or designer. It’s more about their role as a tastemaker.  Learn as much as you can about relevant cultural movements and appeal consistently to the right emotions to respond. 


More to explorer

design user testing

Buy Me Breakfast

I know what I am going to do when I am allowed to go to cafes again. I am going to buy myself a delicious breakfast. And I’ll buy you one as well. I am going to look for 5 people. I’ll ask them to test my work. With simple questions I am going to learn about 85% of the usability problems. Not like this: Did this notification sound give you the information you needed in your experience?

blog sonic branding sound design

150 It Is. For now…

“More isn’t always better, Linus. Sometimes it’s just more”. – The Movie Sabrina (1995). Do large communities add more value than smaller ones According to British anthropologist Robin Dunbar, the “magic number” is 150. His theory concludes that we can only really maintain about 150 connections at a time.

blog sonic branding sound design

Sometimes More Is Just More

We can hardly remember a time when all of this wasn’t possible. Online communication tools and social platforms enabled us to develop bigger communities more easily. But do we achieve so much more by making everything bigger? Sometimes people tend to focus so hard on making everything bigger that they lose sight of what’s really important.

contact info

My office is located in the center of Amsterdam. 1015 JA, Kattenburgersrtaat 5. mail@maikelvanderwouden.com

Meet me

I love meeting new people. Contact me any time and we'll try to schedule a meeting in the near future.


Love it, hate it? Read one of my posts, or seen one of my videos? I would be very happy to receive any kind of feedback from you.


Subscribe to my new youtube channel. I will be sharing a weekly video about Voice & Audio Branding