What is audio branding?

A couple of weeks ago, while we were in the studio creating an audio solution for a client, our intern Magnus thought we should take an extended break and use the time to answer some of the most frequent questions we get asked as an audio branding agency.
Magnus interviewed our CEO Karsten Kjems and asked him a series of questions regarding the world of audio branding.

And where better to start than with the question – What is Audio Branding?