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 …that it will take more time but subsequently build up an awareness among the target group. I personally do agree if the media power is strong enough to get through the clutter. Than it will be very powerful as it offers agencies and musicians around the world the opportunity to produce individual scores for each spot. To me and from my experience in international brand management that gives the local markets and agencies enough flexibility so that they most likely support this approach and implement it. In contrast; what is the benefit of a very rigid Sound Branding if local markets do not apply it?
Hence, the Audi Sound Branding is a different approach and the future will tell whether it fulfills the objectives of Audi.
PS Another interesting comment from Ms Bochmann was that Audi has the goal to define one brand voice per country and language. I would say: “Vorsprung durch Voice Branding”!