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”.
Sound Branding (Audio Branding, Acoustic Branding, Sonic Branding) is the process of development, implementation and management of Sound Branding Elements. It includes all sound elements that are exclusively composed and produced for a brand. The key elements are: sound logo, brand song, sound icons, brand score, brand hookline and brand voice. These elements should mirror the brand values and brand personality in their acoustic dimensions and should acoustically distinguish a brand from its competition as well as from other existing sound elements in the field of communication.
Next to differentiation and communication of brand values additional benefits for brand communication are: …. Continue reading →
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 →
How can I differentiate myself from my competition?
Everybody is trying to communicate as much as possible. We want to be louder, sharper, and more innovative than our competitor. Everybody is getting husky (at least they would if communication was a live event) and nobody understands what the others say. The good news is that we found the loudest, sharpest, most differentiated and most innovative instrument in modern marketing communication of our time:
One of the hot issues in today’s world of automobiles is the electronic car. But what if the vibrant sound of a Porsche is missing? No engine – no sound?! What’s the solution when Audi, BMW, Mercedes-Benz, or VW are entering the age of electric cars? In Germany this discussion is already reflected in the media. For sure the first step is a clear understanding of the desired acoustic identity of the particular car brand – which is true for all Sound Branding projects.
Die Automobilweltbeschäftigt sich derzeit stark mit dem ThemaElektoautos. Die Frage ist, was passiert, wenn der vibrierende Sound eines Porsches einfach nicht mehr da ist? Kein Motor – keinKlang?! Wie können Audi, BMW, Mercedes-Benz oder VW dieses Problem beimEintritt in das Zeitalter der Elektroautoslösen? In Deutschland spiegelt sich dieseDiskussionbereits in allgemeinenMedien wider. Mit Sicherheit ist der ersteSchritteinklaresVerständnis über die anzustrebendeakustischeIdentität der Automarke – was grundsätzlichfüralle Sound Branding Projekte gilt.