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How Do You Feel About A Product
Brand When You Voice Its Name?
August 3, 2015

By Hugh Klitzke
Casting Director and Coach

Brands do not come with a point of view, unless we give them one. I think the reading of brands needs to be extremely specific.

To achieve it, we have to know what a brand means to us. 

As American consumers in the 21st century (wow, I almost typed 20th), we all have emotions about brands. 

Here are a few of mine.      
  • Coca Cola: The drink my Aunt would have waiting for me in glass bottles at Christmas after we drove for 12 hours to visit her and my uncle in Michigan.  
  • Apple Computer: The first computer in our house. My brother got one. It made him just the coolest guy ever - not like he wasn’t already.    
  • Comstock Pie Filling: The cherry pie filling my sister uses on the no-bake cheese pie she still makes for me at every family holiday because it’s my favorite. Nobody makes it as well as her.  
If I think about those specific sense memories, experiences and people when I say: "Coke,” "Apple” or "Comstock,” you will know I feel care, love and that I felt I was appreciated.    

It would definitely come out in a read.
Hugh P. Klitzke is studio manager and voice casting director for a leading bi-coastal talent agency, who has directed more than 85,000 auditions for all voice over genres. Based in New York City, he is also a coach specializing in teaching voice over for actors, and writes VO4TA, a twice-weekly blog with helpful voice acting tips.


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Comments (1)
Laila Berzins
8/3/2015 at 4:05 AM
Hi Hugh,

Love it. When I hear "cream of wheat" I think of mornings at my grandmothers' house in Worcester, MA - serving us bowls with butter pats on top and sugar. I took a big spoonful and she said "ah ah ah! Little by little, not big by big!" Thanks for the memories!
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