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”.
Ms Margarita Bochmann, from Audi AG, agreed … Continue reading
Posted in Sound Branding
Tagged Acoustic Identity, Audi, Audi Branding Congress, Audi Sound Branding Case, Audio Branding, Brand Management, international brand management, sound, Sound Branding, Voice Branding, Vorsprung durch Technik
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
Posted in Sound Branding
Tagged Acoustic Identity, Audi, Audio Branding Academy, Audio Branding Congress, Brand Communication, Brand Management, Brands and Music, international brand management, Media Efficiency, Multisensual Branding, Sonic Branding, Sound Branding, sound design, Sound Logo
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).
In a first step the international researcher team … Continue reading
Brands have used music to leverage their brand communication for years now. Nothing new. New is to integrate Sound Branding elements into a song. But let’s start from the beginning…
Coca Cola has been developing its international FIFA World Cup Celebration campaign around “Wavin’ Flag”, a track by Somalian-born Canadian-based hip hop artist K’naan. “Wavin’ Flag” was first released in March of 2009, but it was only once the Celebration Mix was released that it climbed up the international charts. The Celebration Mix, renamed “Waving Flag”, was rewritten and recorded several times in the build up to the FIFA World Cup, with bilingual versions featuring artists singing in Spanish, Portuguese, Arabic, French, Greek, Naija, Chinese and Indonesian. The track has gone to number one on the charts in fifteen countries (according to Billboard.com).
The arabic version:
What makes it special from a branding perspective is… Continue reading
Posted in Sound Branding Case
Tagged Audio Branding, Brand Communication, Brand Hookline, Brand song, Brands and Music, Coca-Cola Brand Song, Coca-Cola Sound Branding, Coca-Cola Sound Logo, Coca-Cola soundmark, international brand management, Multisensual Branding, Sound Branding, Sound Logo, World Cup 2010 Sound Branding
The Old Spice TV ad “The man your man could smell like” has scooped this year’s Cannes Film Lions Grand Prix. Jury president Mark Tutssel described the ad as “the perfect film – it took an old sleeping brand and woke it up. Overnight it became a cultural phenomenon and captured the imagination of the planet.” The spot was released four months ago on the Old Spice you tube channel:
From a Sound Branding perspective it is an interesting case as Old Spice uses different Sound Branding elements. In the above commercial it is the “Ye ol’ classic whistle” at the end. In a different spot the “P..P..P..P…Power” Sound Branding element is integrated at the end of the commercial:
Now in the latest Spot….. Continue reading
Starting already in the year 2003 Siemens began to develop an Acoustic Identity as part of a worldwide Siemens Sound Branding project. The company wanted to create a benchmark project in the world of Sound Branding. The project was lead by Juergen Barthel, Head of Corporate Design at Siemens.
Fortunately we had the chance to interview Mr Barthel. So stay tuned for this upcoming interview. We get insights to the development process of the Siemens Sound Branding Project. Mr Barthel talks about the scope of this project and tells us whether his expectations regarding the results of the project were met. We are very enthusiastic about sharing this interview with you!!!
Is it a historic moment in marketing time? At least in the field of Sound Branding. AUDI, the premium german car manufacturer, just launched its new Sound Branding Identity. After one and a half-year of development a virtual “AUDI Sound Studio” is in place which is the basis for all creatives, composer and sound designer to create the AUDI sound.
Now the Sound Branding concept is implemented in the music of the new Audi A1 TV-Spot “The next big thing”:
and even the AUDI Sound Logo – as you can hear at the end of the commercial – has been face lifted.
“Our aim is to set us – even more – apart from our competitors”, says Lothar Korn, Head of Marketing Communication… Continue reading
Posted in Sound Branding Case
Tagged Acoustic Identity, Audi, AUDI Sound Logo, AUDI tv commercial, Audio Branding, Brand Communication, Brand Management, Brands and Music, international brand management, Karlheinz Illner, Media Efficiency, Multisensual Branding, Sound Branding, Sound Logo