It has been discussed in the sound branding scene. Now it’s finally here the new BMW Sound Logo. To make it short: I am personally very disappointed!
I am happy about every good Sound Branding case (see Audi). It helps to grow this topic, however; in this case it is a big step back.
The new TVC – they will be first launched in France & UK – can be seen here.
And here is the old Sound Logo (at the end).
From my perspective it is not a Sound Logo it is a sound effect. Can you recall it tomorrow morning after you wake up?
For me it sounds like a mystery thriller or a sound effect of “Who Wants to Be a Millionaire?”. There is no fit to the aesthetics of BMW. Look at a print ad from BMW and listen to the new Sound Logo. Does it fit?
McDonald's' sign in Harlem. (Photo credit: Wikipedia)
The voice of McDonald’s is a worldwide contest to discover, recognize and reward the most talented singers among the more than 1.7 million employees working in McDonald’s restaurants. From a branding perspective it’s a nice combination of employer branding, employee motivation and public relation. The competition was kicked off in 2005 and in 2011 more than 20,000 employees entered Voice of McDonald’s IV.
Eight Mile Style, the company that is responsible for licensing Eminem’s songs, has filed a lawsuit against Audi in the Hamburg regional court in Germany, claiming that the Audi A6 commercial uses a version of Eminem’s “Lose Yourself” without permission. (Source: Spiegel News magazine)
The Eminem song was used in this year’s Chrysler’s Super Bowl spot. Moreover, the Audi spot … Continue reading →
I’m writing this because I thought that both you and your readers might want to know that Sound Branding Blog has been included in our article, “Top 50 Up and Coming Branding Blogs.” Please don’t hesitate to let me know if you have any feedback, I’d love to share it with the team –
Co-founder, Advertising Blog
A note about our methodology: When finding blogs our authors use popular search tools (Google/Bing), observe blog rolls, and peruse social media sites. The most relevant, and interesting blogs are then included in our article, which doesn’t rank blogs, but rather lists and categorizes them.”
Thanks a lot for this feedback! I like it :) and it shows the power SoundBranding has! Karlheinz Illner
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 →
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.
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”.
After making its voice heard with the first international congress for acoustic brand communication in 2009, the Audio Branding Academy will present the second Audio Branding Congress in November this year. With the motto “Driven by Sound”, on November 5th brand and sound experts from all over the world will meet in Hamburg to discuss latest trends and exchange information about the state of the art of audio branding & sound branding.
This year’s congress focuses on the crucial question of what brand and sound worlds in future vehicles will sound like. Correspondingly, car manufacturer AUDI will present the concept and examples of its award-winning Corporate Sound.
Besides other best practice cases of audio & sound branding, internationally renowned scientiests like British… Continue reading →
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 Biology, Volume 19, Issue 7, 573-576, 19 March 2009).