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
Brand Song is a track which was either exclusively written for the brand (e.g. Langnese: “Like ice in the sunshine”) or was licensed exclusively for the band from existing repertoire (e.g. Microsoft: “Start me up”).
The brand song is then consequently used in brand communication (e.g. Becks: “Sail away”).
From a Sound Branding perspective the brand song should incorporate all relevant Sound Branding elements, i.e. the sound logo, the brand hookline, the brand voice and overall reflect the identified Acoustic Identity of the brand.
When developing a brand song… Continue reading
Posted in Sound Branding Glossary
Tagged Acoustic Identity, becks, Brand Communication, Brand Hookline, Brand song, Langnese, Like ice in the sunshine, Microsoft, sail away, Sound Branding, Sound Logo, start me up
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.
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
Posted in Sound Branding
Tagged Acoustic Identity, audiovisual elements, audiovisual media, brand values, Jürgen Barthel, Olfactory Branding, Siemens, sound, Sound Branding, Sound branding at Siemens, sound branding implementation
This text is taken from the prelude of the Audio Branding Academy Yearbook 2009/2010 which just came out yesterday (31/5/10):
“The Audio Branding Academy was founded by Cornelius Ringe, Kai Bronner and Rainer Hirt in Hamburg in February 2009. It is the first independent institution for acoustic brand communication. The Audio Branding Academy is a unique competence center for intersection points of brands, sound and environment and combines a forum, think tank, expert network and education. It hosts the annual Audio Branding Congress and regularly organizes workshops on various audio branding related topics. One of the main aims of the Audio Branding Academy and its Congress is to establish audio branding as a self-evident discipline in practice and to promote an intentional and responsible use of acoustic stimuli within brand communication.
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!!!
Are your sound elements becoming brand assets? I found an interesting blog post by Jenni Romaniuk on Randall Beard’s Blog which is describing how you can understand, identify, and build distinctive brand assets.
She states that music, jingles, and sounds can become distinctive assets, just like logos, colors, shapes, characters, or fonts. As examples she uses the Aflac duck, the Nike Swoosh, and Mastercard’s priceless advertising. For Europeans or Germans Milka‘s purple cow or Telekom’s “di-di-di-dii-di” are equivalent examples.
For these elements to become a real asset for the brand it is not enough to be used as part of the brand identity. The specific element has to be unique and prevalent. Only then this element can help to support brand identification or even replace the brand name in communication efforts. Continue reading
Posted in Sound Branding
Tagged Aflac duck, Brand assets, Brand Communication, brand values, distinctive asset grid, Jenni Romaniuk, Mastercard, Milka cow, Nike swoosh, Randall Beard, Sound Branding, Telekom
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
It was like a little earthquake last summer for all branding gurus who claim you should never change your brand name. To this date – especially for all big international brands the rule was: never change your name in spelling and pronunciation! One brand in all markets!
And Pepsi did just the exact opposite. It changed its brand name in Argentina to “Pecsi”.
There is even an official Pepsi, sorry Pecsi website about pronunciation and it reflects in a humorous way how people from Argentina pronounce english words in a different way, e.g. “Rocanroll”, “Daunlos”. Continue reading