Eight Mile Style, the company that is responsible for licensing Eminem’s songs, has filed a lawsuit against Audi in the Hamburg regional court in Germany, claiming that the Audi A6 commercial uses a version of Eminem’s “Lose Yourself” without permission. (Source: Spiegel News magazine)
The Eminem song was used in this year’s Chrysler’s Super Bowl spot. Moreover, the Audi spot … Continue reading
The other night I saw a new Audi commercial on TV. I became curious what is going on in other countries regarding the new Audi Sound Branding. Here are some of the latest TV commercial from Audi.
This one is for the Audi A1. Some sounds “sound” familiar:
Here is another spot for the Audi A7. It is for the US market. Here I miss… Continue reading
Have you ever seen a business graph and thought how does it sound? National Public Radio (USA) translated this idea into a project. They took the Case-Shiller home price index as a basis for a composition – a kind of sonification – and converted the graph into musical notes.
Source: Case-Shiller Home Price Index, via Standard & Poors. Credit: Alyson Hurt.
Then they gave the sheet music to a bariton from Julliard School of Music, New York City. And that’s how it sounds “a decade of U.S. home prices”:
And here is a “decade of Miami home prices”:
I would not call it Sound Branding but it shows how graphs and data streams can be converted to sound and music. In a next step it could be woven into Sound Branding Elements…. Just some food for thought.
Have a great weekend :)
I just received this Email.
“Hello Karlheinz,
I’m writing this because I thought that both you and your readers might want to know that Sound Branding Blog has been included in our article, “Top 50 Up and Coming Branding Blogs.” Please don’t hesitate to let me know if you have any feedback, I’d love to share it with the team -
Best,
Alba Collazo
Co-founder, Advertising Blog
A note about our methodology: When finding blogs our authors use popular search tools (Google/Bing), observe blog rolls, and peruse social media sites. The most relevant, and interesting blogs are then included in our article, which doesn’t rank blogs, but rather lists and categorizes them.”
Thanks a lot for this feedback! I like it :) and it shows the power SoundBranding has! Karlheinz Illner
This is the TV Spot for the new worldwide Coca-Cola campaign (Agency: Wieden+Kennedy, Amsterdam). The song for the TV commercial “Can you feel it” is performed by One Night Only, a new upcoming british band from Yorkshire. As stated by Coca-Cola the song is supposed to be the next Coca-Cola anthem!! Very interesting from a Sound Branding perspective: Coca-Cola’s Brand Theme (Motif) is… Continue reading
Some days ago I have been interviewed by Christian Schmitt from Vogel Business Media (one of the leading German business publishing groups) about Sound Branding. A special topic is the relevance of Sound Branding for B-to-B brands.
The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:
The Blog-Health-o-Meter™ reads Wow.
A Boeing 747-400 passenger jet can hold 416 passengers. This blog was viewed about 7,600 times in 2010. That’s about 18 full 747s.
In 2010, there were 38 new posts, not bad for the first year! There were 18 pictures uploaded, taking up a total of 3mb. That’s about 2 pictures per month.
The busiest day of the year was … Continue reading
Posted in Sound Branding
Nearly a year ago I started this blog with the big help of Christoph Hoffmann – thank you Christoph!
We did not know what would happen we just wanted to create a platform to discuss Sound Branding issues and to help to promote this fascinating area of branding.
Now we know it has been a great year. All your comments and feedback give us the motivation to keep posting. Thank you for your input and ideas!
Just one wish: if you like this blog, please take a moment to click the like button, the sharing buttons and/or rank the post you have just read. Your feedback is my motivation to invest time in this blog.
Have a merry christmas and enjoy your holidays! Karlheinz Illner
Posted in Sound Branding
I just came across this TV commercial which I would like to share with you. It’s from the BC Lions football team and it’s already from the year 2004 but it’s a great example how you can make a great spot without music, however; with a great voice character and a sound at the end which could be part of a unique Sound Branding (Do you feel the impact when suddenly the cheering kicks in?). Enjoy it!
(Sorry, this post is only available in German. It’s about the congress “How brands sound” from the G·E·M “German Society for Research on Brands and Branding” in Berlin on the 16th November 2010)
Die Gesellschaft zur Erforschung des Markenwesens − G·E·M − ist ein eingetragener Verein mit dem Zweck, die wissenschaftlichen Grundlagen der Marke zu erforschen. Die G·E·M versteht sich als Informationsdrehscheibe für grundlegende und aktuelle Erkenntnisse aus Wissenschaft und Unternehmenspraxis zum Thema Marke. Die G·E·M bildet ein Forum, auf dem sich Wissenschaftler und Unternehmensführer begegnen.
Erst seit einigen Jahren findet eine systematische Einbindung von Klang als Instrument in die Marken-Kommunikation statt. Akustische Markenführung heißt das Thema. Und dieses Thema ist im Kommen unter den Bezeichnungen Sound Branding, Sonic Branding, Audio Branding oder Acoustic Branding.
Mit Klang beschäftigt sich die Klangforschung. Ihre Erkenntnisse wurden beim
3. G·E·M Forum am 16. November 2010 in der Universität der Künste Berlin aufbereitet. Unter dem Motto „Wie Marken klingen. Impulse aus der Klangforschung für die Markenführung“ referierten Wissenschaftler und Kommunikationsexperten.
Sie alle waren sich einig:
Akustische Kennung, Sound Branding und Produkt-Klang stärken die emotionale Marken-Profilierung, die Unverwechselbarkeit, die Identität und Konsistenz im Marken-Auftritt. In der Nutzung des Akustik-Potentials steht die Praxis aber erst am Anfang.
Mit Betrachtungen zur Wirkung von Klang eröffnete der Moderator Wolfgang K.A. Disch, G·E·M Kuratoriumsmitglied, das siebenstündige Forum.
1. Klang ist verführerisch: der Klang, den ich benutze, beeinflusst Menschen.
2. Klang ist Erinnerung: der Klang, den ich einsetze, weckt Erinnerungen.
3. Klang unterscheidet: der Klang, den ich einem Produkt/einer Marke mitgebe, differenziert, …..
Den vollständigen Text und die Vorträge zum Download finden Sie hier… Continue reading
