Brand Song is a track which was either exclusively written for the brand (e.g. Langnese: “Like ice in the sunshine”) or was licensed exclusively for the band from existing repertoire (e.g. Microsoft: “Start me up”).
The brand song is then consequently used in brand communication (e.g. Becks: “Sail away”).
From a Sound Branding perspective the brand song should incorporate all relevant Sound Branding elements, i.e. the sound logo, the brand hookline, the brand voice and overall reflect the identified Acoustic Identity of the brand.
When developing a brand song… Continue reading
Posted in Sound Branding Glossary
Tagged Acoustic Identity, becks, Brand Communication, Brand Hookline, Brand song, Langnese, Like ice in the sunshine, Microsoft, sail away, Sound Branding, Sound Logo, start me up
Everyone one of us who has seen one of the first matches of this World Cup on TV – or even on Radio – will immediately recall the sound of this World Cup: the Vuvuzela Sound (Source: http://www.boogieblast.co.za). All over the world there are already heavy discussions about this – for most people – annoying sound. Why do people not like it? It doesn’t stop, no breaks, no dramaturgy at all…a steady ongoing buzz like a swarm of bees or hornets.
A few weeks ago the Sound Branding Blog was able to talk to Jürgen Barthel, Head of Corporate Design at Siemens. Jürgen Barthel is involved in Brand Management at Siemens. He was one of the pioneers to acknowledge the importance of corporate sound and is the Master Mind behind the acoustic identity of Siemens.
Jürgen Barthel who studied graphic design combines extensive experience from companies as diverse as Grundig, Rosenthal, and Siemens, as well as from his years at the advertising agency Publicis. Continue reading
Posted in Sound Branding
Tagged Acoustic Identity, audiovisual elements, audiovisual media, brand values, Jürgen Barthel, Olfactory Branding, Siemens, sound, Sound Branding, Sound branding at Siemens, sound branding implementation
This text is taken from the prelude of the Audio Branding Academy Yearbook 2009/2010 which just came out yesterday (31/5/10):
“The Audio Branding Academy was founded by Cornelius Ringe, Kai Bronner and Rainer Hirt in Hamburg in February 2009. It is the first independent institution for acoustic brand communication. The Audio Branding Academy is a unique competence center for intersection points of brands, sound and environment and combines a forum, think tank, expert network and education. It hosts the annual Audio Branding Congress and regularly organizes workshops on various audio branding related topics. One of the main aims of the Audio Branding Academy and its Congress is to establish audio branding as a self-evident discipline in practice and to promote an intentional and responsible use of acoustic stimuli within brand communication.