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
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!!!
Brand Score can be explained as the adequate acoustic setting (reflection of the brand values) as part of the brand communication. Compared to the brand song the brand score is more of a sound scape. It can be derived from the instrumental version of the brand song. Exemplary field of application: scoring of a radio spot or a corporate movie, background sounds at events, and supersonic sounding at the point of sale. The brand score reintegrates the sound logo and the brand hookline, if these elements exist.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.