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
Posted in Sound Branding, Sound Branding Case
Tagged Acoustic Identity, Advertising Efficiency, Audi, Audio Branding, automobiles, brand, Brand Communication, Brand Management, Brands and Music, international brand management, Multisensual Branding, Sound Branding, Sound Logo
Sound Logo is the acoustic match of the visual logo and therefore one of the most commonly used elements of sound branding. It should be a distinctive sound (differentiation) which reflects the brand character (brand fit). Moreover it should be easy to remember (memorability) and flexible enough for usage at the relevant brand touchpoints (flexibility). In most cases it is a short (1 – 2 sec.) melody (Nokia), sometimes just a sound sequence (e.g. BMW). Some refer to it as the soundmark of a brand. The Sound Logo should be used… Continue reading
Posted in Sound Branding Glossary
Tagged Acoustic Identity, Audio Branding, Brand Communication, Brand Touchpoints, Brands and Music, Multisensual Branding, Sound Branding, sound branding definitions, Sound Branding Glossary, sound branding terms, Sound Logo, Soundmarks
I just received this Email.
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 -
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
(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.
Geben Sie Ihrer Marke den Klang, den sie verdient
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
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
Posted in Sound Branding
Tagged Acoustic Identity, Audi, Audio Branding Academy, Audio Branding Congress, Brand Communication, Brand Management, Brands and Music, international brand management, Media Efficiency, Multisensual Branding, Sonic Branding, Sound Branding, sound design, Sound Logo
Imagine, your are a brand manager responsible for all your branches, brand- and flagship stores (I hope you actually are…). These offer your brand great opportunities to reflect and thus communicate your brands image and emotional positioning through a unique music program.
Studies show that a music concept which fits to the brand, store and target group increases the time that customers spend inside the store. Overall, this leads to more purchases with a higher value – more revenue for your company – and brings additional value to the brand by strengthening its individual image.
However; instore music which supports your brand identity ….. Continue reading
Brands have used music to leverage their brand communication for years now. Nothing new. New is to integrate Sound Branding elements into a song. But let’s start from the beginning…
Coca Cola has been developing its international FIFA World Cup Celebration campaign around “Wavin’ Flag”, a track by Somalian-born Canadian-based hip hop artist K’naan. “Wavin’ Flag” was first released in March of 2009, but it was only once the Celebration Mix was released that it climbed up the international charts. The Celebration Mix, renamed “Waving Flag”, was rewritten and recorded several times in the build up to the FIFA World Cup, with bilingual versions featuring artists singing in Spanish, Portuguese, Arabic, French, Greek, Naija, Chinese and Indonesian. The track has gone to number one on the charts in fifteen countries (according to Billboard.com).
The arabic version:
What makes it special from a branding perspective is… Continue reading
Posted in Sound Branding Case
Tagged Audio Branding, Brand Communication, Brand Hookline, Brand song, Brands and Music, Coca-Cola Brand Song, Coca-Cola Sound Branding, Coca-Cola Sound Logo, Coca-Cola soundmark, international brand management, Multisensual Branding, Sound Branding, Sound Logo, World Cup 2010 Sound Branding
The Old Spice TV ad “The man your man could smell like” has scooped this year’s Cannes Film Lions Grand Prix. Jury president Mark Tutssel described the ad as “the perfect film – it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet.” The spot was released four months ago on the Old Spice you tube channel:
From a Sound Branding perspective it is an interesting case as Old Spice uses different Sound Branding elements. In the above commercial it is the “Ye ol’ classic whistle” at the end. In a different spot the “P..P..P..P…Power” Sound Branding element is integrated at the end of the commercial:
Now in the latest Spot….. Continue reading
Starting already in the year 2003 Siemens began to develop an Acoustic Identity as part of a worldwide Siemens Sound Branding project. The company wanted to create a benchmark project in the world of Sound Branding. The project was lead by Juergen Barthel, Head of Corporate Design at Siemens.
Fortunately we had the chance to interview Mr Barthel. So stay tuned for this upcoming interview. We get insights to the development process of the Siemens Sound Branding Project. Mr Barthel talks about the scope of this project and tells us whether his expectations regarding the results of the project were met. We are very enthusiastic about sharing this interview with you!!!
Is it a historic moment in marketing time? At least in the field of Sound Branding. AUDI, the premium german car manufacturer, just launched its new Sound Branding Identity. After one and a half-year of development a virtual “AUDI Sound Studio” is in place which is the basis for all creatives, composer and sound designer to create the AUDI sound.
Now the Sound Branding concept is implemented in the music of the new Audi A1 TV-Spot “The next big thing”:
and even the AUDI Sound Logo – as you can hear at the end of the commercial – has been face lifted.
“Our aim is to set us – even more – apart from our competitors”, says Lothar Korn, Head of Marketing Communication… Continue reading
Posted in Sound Branding Case
Tagged Acoustic Identity, Audi, AUDI Sound Logo, AUDI tv commercial, Audio Branding, Brand Communication, Brand Management, Brands and Music, international brand management, Karlheinz Illner, Media Efficiency, Multisensual Branding, Sound Branding, Sound Logo