Tag Archives: Karlheinz Illner

Why do some Sound Branding elements work some don’t? Does neuroscience gives us the answer?

A study of the Stanford School of Music which I believe has great relevance to the area of Sound Branding was already released in 2007 (Link to the news release), however; it has yet not been widely discussed in the field of Acoustic Identity/ Sound Branding.

Using brain images of people listening to short symphonies by an obscure 18th-century composer, a research team from Stanford has gained valuable insight into how the brain sorts out the chaotic world around it.

The research team showed that music engages the areas of the brain involved with paying attention, making predictions and updating the event in memory. The study showed that peak brain activity occurred during a period of silence between musical movements. That may be the answer to the question why some Sound Branding Elements work much better (recognition & recall) than others.

The researchers caught glimpses of the brain in action using functional magnetic resonance imaging, or fMRI, which gives a dynamic image showing which parts of the brain are working during a given activity. Continue reading

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Why Sound Branding?

You can’t turn off your ears. We can look away from something but hardly stop listening. For our ancestors the never sleeping hearing sense was crucial to survive. Hearing is embedded in the emotional part of our psychological system and the instinctive part of our brain. Music and sound is a universal language understood by all humans.

In the power of sound lies a huge potential for brand communication. This potential is hardly used in a systematic approach. Sound Branding gives a brand a new dimension: an Acoustic Identity.

Why do corporations invest in a clear visual identity? It increases recall and differentiation from competitors. Sounds are even more powerful. If you hear the tones of a famous song you can hum the melody. This power is utilized by Sound Branding. Continue reading

Welcome to the Sound Branding Blog!

The beginning of a decade is the perfect moment to start something new.
Our objective here is to create a blog about the fascinating topic of sound branding: how does a brand sound like? why is it important to find the appropriate sound? how can you create it?

We want to develop an international platform to discuss, to promote, and to inform about sound branding issues. With your help we would like to reflect the latest sound branding trends in Europe, Asia, America (North & South) and where ever else you are! We are working out of Germany, Europe, hence our view – hearing – is limited.

The topic of sound branding – or audio branding, corporate sound, acoustic identity… – has been established over the last decade. Now we can hear many great cases of sound branding (e.g. Intel, t-mobile). At the same time there are still too many bad examples of translating a brand into the world of sound. Continue reading