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
Posted in Sound Branding Case
Tagged Audi Sound Branding, Audio Branding, BMW, Brand Communication, Brand Management, brand values, Brands and Music, international brand management, Karlheinz Illner, Sound Branding, Sound Logo
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
Posted in Sound Branding
Tagged Acoustic Identity, Audi, Audi Branding Congress, Audi Sound Branding Case, Audio Branding, Brand Management, international brand management, sound, Sound Branding, Voice Branding, Vorsprung durch Technik