Sound Icons are sound branding elements in their shortest design. Common examples are signal sounds at the computer. A computer by Apple sounds different than a Microsoft PC. Another example are sounds in GPS devices. The objective is to trigger acoustic recognition: the development of a unique sound with character and emotional profile.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
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
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.
(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
Skoda just came out with a new TV commercial for the Skoda Fabia VRS. From a sound and music perspective this spot is quite a revolution and image shift for Skoda. The spot “Made of meaner stuff” can be seen above.
Compared to the previous spots, e.g below one from Australia, Skoda shifts gears and wants to reposition itself “meaner” and more attractive to the male target group.
What I find very interesting that Skoda is not … Continue reading
First of all thanks to the organizing team & the initiators of the Audio Branding Congress (in the front row): Cornelius Ringe, Kai Bronner and Rainer Hirt!
Again it was another fascinating get together of Audio & Sound Branding Experts, Scientists and Brand Marketeers. The second international Audio Branding Congress took place in Hamburg, Germany, last Friday the 8th of November 2010.
One of the highlights was the presentation of the Audi Sound Branding case. However, and for me surprisingly, this case was discussed quite controversial after the presentation and especially at the get together party in the evening. Critics argue that the new Audi sound branding is missing a clear and memorable theme which is implemented in all commercials. At the moment the core elements of the Audi Sound Branding are: 10 instruments with a “unique” sound character, a motif and elements of the Sound Logo. These elements can be “re-arranged” by the individual musicians. They call it “Audi sound studio”.
Ms Margarita Bochmann, from Audi AG, agreed … Continue reading
After making its voice heard with the first international congress for acoustic brand communication in 2009, the Audio Branding Academy will present the second Audio Branding Congress in November this year. With the motto “Driven by Sound”, on November 5th brand and sound experts from all over the world will meet in Hamburg to discuss latest trends and exchange information about the state of the art of audio branding & sound branding.
This year’s congress focuses on the crucial question of what brand and sound worlds in future vehicles will sound like. Correspondingly, car manufacturer AUDI will present the concept and examples of its award-winning Corporate Sound.
Besides other best practice cases of audio & sound branding, internationally renowned scientiests like British… Continue reading
