Daily Archives: November 10, 2010

Audio Branding Congress 2010: Audi Sound Branding Case

Initiators of the ABB: C. Ringe, K. Bronner and Rainer HirtFirst 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

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