This is the TV Spot for the new worldwide Coca-Cola campaign (Agency: Wieden+Kennedy, Amsterdam). The song for the TV commercial “Can you feel it” is performed by One Night Only, a new upcoming british band from Yorkshire. As stated by Coca-Cola the song is supposed to be the next Coca-Cola anthem!! Very interesting from a Sound Branding perspective: Coca-Cola’s Brand Theme (Motif) is… Continue reading
Have you ever dreamed of to give your favorite band some inspiration? Coca-Cola translates this idea into action. Coca-Cola Music, a new music program that will give teens the opportunity to be part of the creation of a new song and … Continue reading
Posted in Uncategorized
Tagged Brand Communication, Branding, Brands and Music, Coca-Cola, Sound Branding, User-generated content
Some days ago I have been interviewed by Christian Schmitt from Vogel Business Media (one of the leading German business publishing groups) about Sound Branding. A special topic is the relevance of Sound Branding for B-to-B brands.
The stats helper monkeys at WordPress.com mulled over how this blog did in 2010, and here’s a high level summary of its overall blog health:
The Blog-Health-o-Meter™ reads Wow.
A Boeing 747-400 passenger jet can hold 416 passengers. This blog was viewed about 7,600 times in 2010. That’s about 18 full 747s.
In 2010, there were 38 new posts, not bad for the first year! There were 18 pictures uploaded, taking up a total of 3mb. That’s about 2 pictures per month.
The busiest day of the year was … Continue reading
Posted in Sound Branding
Nearly 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
Posted in Sound Branding
Sound Identity (Sound ID) is the consistent development of a unique acoustic identity for a brand. Along the lines of the visual identity the acoustic elements are derived from the brand values and the brand positioning. The objective is to create a consistent identity with a strong recognition value. Key areas of design are: sound branding elements, soundscapes, soundmarks and brand voice.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
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!
(Sorry, this post is only available in German. It’s about the congress “How brands sound” from the G·E·M “German Society for Research on Brands and Branding” in Berlin on the 16th November 2010)
Die Gesellschaft zur Erforschung des Markenwesens − G·E·M − ist ein eingetragener Verein mit dem Zweck, die wissenschaftlichen Grundlagen der Marke zu erforschen. Die G·E·M versteht sich als Informationsdrehscheibe für grundlegende und aktuelle Erkenntnisse aus Wissenschaft und Unternehmenspraxis zum Thema Marke. Die G·E·M bildet ein Forum, auf dem sich Wissenschaftler und Unternehmensführer begegnen.
Erst seit einigen Jahren findet eine systematische Einbindung von Klang als Instrument in die Marken-Kommunikation statt. Akustische Markenführung heißt das Thema. Und dieses Thema ist im Kommen unter den Bezeichnungen Sound Branding, Sonic Branding, Audio Branding oder Acoustic Branding.
Mit Klang beschäftigt sich die Klangforschung. Ihre Erkenntnisse wurden beim
3. G·E·M Forum am 16. November 2010 in der Universität der Künste Berlin aufbereitet. Unter dem Motto „Wie Marken klingen. Impulse aus der Klangforschung für die Markenführung“ referierten Wissenschaftler und Kommunikationsexperten.
Sie alle waren sich einig:
Akustische Kennung, Sound Branding und Produkt-Klang stärken die emotionale Marken-Profilierung, die Unverwechselbarkeit, die Identität und Konsistenz im Marken-Auftritt. In der Nutzung des Akustik-Potentials steht die Praxis aber erst am Anfang.
Mit Betrachtungen zur Wirkung von Klang eröffnete der Moderator Wolfgang K.A. Disch, G·E·M Kuratoriumsmitglied, das siebenstündige Forum.
1. Klang ist verführerisch: der Klang, den ich benutze, beeinflusst Menschen.
2. Klang ist Erinnerung: der Klang, den ich einsetze, weckt Erinnerungen.
3. Klang unterscheidet: der Klang, den ich einem Produkt/einer Marke mitgebe, differenziert, …..
Den vollständigen Text und die Vorträge zum Download finden Sie hier… Continue reading
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
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
Sound Branding Blog 