Category Archives: Sound Branding

Thank you!

Wuerzburg Christmas MarketNearly a year ago I started this blog with the big help of Christoph Hoffmann – thank you Christoph!

We did not know what would happen we just wanted to create a platform to discuss Sound Branding issues and to help to promote this fascinating area of branding.

Now we know it has been a great year. All your comments and feedback give us the motivation to keep posting. Thank you for your input and ideas!

Just one wish: if you like this blog, please take a moment to click the like button, the sharing buttons and/or rank the post you have just read. Your feedback is my motivation to invest time in this blog.

Have a merry christmas and enjoy your holidays!                                               Karlheinz Illner

Give it some heat!

I just came across this TV commercial which I would like to share with you. It’s from the BC Lions football team and it’s already from the year 2004 but it’s a great example how you can make a great spot without music, however; with a great voice character and a sound at the end which could be part of a unique Sound Branding (Do you feel the impact when suddenly the cheering kicks in?). Enjoy it!

Sound Art: NYC’s High Line or the subtle way of Sound Branding

Ryan Francis, a Juilliard School of Music graduate, has composed  an ode to the city’s elevated train track, the High Line, which opened to great acclaim last year. The High Line, his winning composition in a prize sponsored by LVMH and the American Composer’s Orchestra to create a Greener New York City-inspired sonic branding for the park.

How did Francis create the aural experience and evoke the audio essence of the High Line experience? According to the brandchannel Ryan Francis comments about his composition: “I did … Continue reading

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

Is music the international language?

When working on international Sound Branding projects clients often ask me whether music is international and can be used all over the world. So far to me classical, pop and Hollywood film music can be titled as international music which will be understood nearly all over the world. Nevertheless to be on the safe side on a Sound Branding project which is to be implemented worldwide local market research is the only safe way to go. You can imagine that the budget for such a research project is sky high.

So I am happy for every little piece of information about the recognition of music in an international setting, as academic research is limited. Now we have some more insights regarding this issue. It has long been debated which aspects of music perception are universal and which are developed only after exposure to a specific musical culture.

In a crosscultural study with participants from a native African population (Mafa) and Western participants results show that basic emotions in Western music can be recognized universally (Academic article: “Universal recognition of three basic emotions in music” Current BiologyVolume 19, Issue 7, 573-576, 19 March 2009).

In a first step the international researcher team … Continue reading

Can music change people’s habits?

I just got a great video from a friend which underlines the power of music. It shows that music can even change habits of people. In a Stockholm subway station musical stairs were installed. Based on the incentive to play with music – each step represented a piano tone – many people took the stairs instead of taking the escalator.

From my perspective this case demonstrates… Continue reading

Sound Branding as its best or worst? The Vuvuzela Sound of the World Cup 2010

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.

Continue reading

Pioneers of Sound Branding: Siemens

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