Kattenburgerstraat 5

1015 JA, Amsterdam

+31 6 360 98 998

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Email address


My Five W's: When

The game is about consumer expectations and building deeper emotional relationships.

Personally: I live in Amsterdam, and our studios and offices are located near the central station. Our agency works on local and international cases.

In my opinion, projects that take cultural differences influenced by geography, history, and religion into account are exciting. It can be very challenging to create an audio and voice branding strategy for a Brand that’s communicating with a large, diverse group of people. Challenging but realistic and effective as long as you don’t aim for a mass. 

The game is about consumer expectations and building deeper emotional relationships.

The price is being chosen. Today’s consumers are conscientious about choosing only what they like. People decide quickly whether they’re interested or not. If not, they’re likely to move on quicker and don’t connect with your Brand, or pay attention to your story at all.

Your story and individual messages must be relevant and spot on to engage your audience. Your brand strategy, including your audio and voice branding strategy, should be consistent and holistic.

Don’t get me wrong though. I’m not saying your Brand should use for example only; one brand voice or the same jingle all the time. I believe that personalization and timing are key, but the emotions you evoke and the way your Brand is being perceived through sound should be consistent and holistic.

So consistency is key when it comes to strategy execution; the actual implementation of your strategic plan. And you want to make sure to include specific usage guidelines for each audio enabled consumer touch point where brand influence takes place. 

Audio branding should be intuitive, functional, and easy to understand. It should never be obtrusive, distracting, or annoying. 

Sounds easy right? But most of the time, it’s not as simple as it seems because it’s not always about the actual sound of your auditory Brand assets that isn’t working. Sometimes it has to do with the implementation of your auditory Brand assets that causes problems.


More to explorer

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Let it Beeb

Did you know that this is the sound of Canon AE-1? So anytime you take a photo on your iPhone, you actually hear the sound of a Canon AE-1. Ever since I know this I think about Canon every time I hear somebody taking a picture with an iPhone. The AE-1 was manufactured by Canon in Japan from April 1976 to 1984. It was the first in what became a complete overhaul of Canon’s line of SLRs.

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3D Audio

3D audio is the digital recreation of sound we hear everyday in the real world. It’s always around us and it can come from any direction. This is what we call spatial sound. It combines the interactions between acoustic sound waves, the space and interactions with our head and ears. Most immersive audio concepts have existed for decades. But the interest in immersive audio has increased enormously in recent years…

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More Creators, Do We Need Them?

Software is a great combination between artistry and engineering. – Bill Gates. The term engineering is derived from the Latin ingenium, meaning “cleverness” and “to contrive, devise”. To plan, or invent by careful thought. This inspired me. These days a lot of people call themselves a creator. To “create” means to put something into existence.

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.


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