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 →
Brand hookline can be explained as a chorus with recognition value as part of the brand song. Usually this hookline is an extended version of the sound logo. It can appear in different styles and is an additional acoustic recognition feature and an element in sound branding.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
DeBeukelaer just started (10/3/30) a new TV Campaign in Germany including a newly developed Sound Branding. It consists of a Sound Logo (whistled at the beginning of the commercial) and a Brand Score which repeats the melody of the Sound Logo. The theme of the commercial is “joy” – the joy to eat DeBeukelaer cookies. It’s more of an image spot as it doesn’t feature a specific cookie version.
The question to me is: Do the sound character and the voice reflect joy?
Mercedes-Benz stopped using its Sound Logo at the end of 2009 just after two years in the market. In an interview conducted by W&V (Werben&Verkaufen, one of the leading German Marketing/ Advertising Magazines) in issue 4/2010 Mr. Anders-Sundt Jensen said, after he was asked why they stopped using the Sound Logo: “It is obvious that you always question whether you have achieved certain objectives. Regarding the Sound Logo we have analyzed that the brand Mercedes-Benz is strong enough without one.” Continue reading →