Demystifying Sonic Branding and Identity

Noel Franus, Sonic ID USMartyn Ware, Sonic ID UK

DMI Synergy Conference, Cincinnati

We create identities, music and experiences in sound to transform brands.

What do we understand about sound?

What do we understand about sound?

What don’t we understand about sound?

Sound is ubiquitous.

Sound shapes our thoughts and actions.

Sound is emotion.

“Our neuroimaging studies show amygdala activation to music...repetition, when done skillfully by a master composer, is emotionally satisfying to our brains, and makes the listening experience as pleasurable as it is.”

Daniel Levitin

Sound is transformative.

“Music doesn’t represent any tangible, earthly reality.It represents things of the heart, feelings which are beyond description, beyond any experience one has had. The feeling of the holy, the sacred, the wonderful, the mystical...is conveyed very powerfully in music.”

Oliver Sacks

How can we leverage the power of sound for valuable brand experiences?

Sonic branding and identity?

The intentional use of music, sound, voice and silence to create rational and emotional connections between people and organizations.

We’ve audited hundreds of brands and their sounds...

Identification

1

Articulation

2

Information

3

Enable participation

4

100remixes

1.5million views

Unification

5

93%

Larry Light, McDonald’s

“We’re not advertising any more...what we have increased substantially is the effectiveness...when you increase relevance, it sticks in people’s minds.”

Engagement*

The world’s largest ever 3D SonicImaging soundfield - Sound OasisEsplanade de Belles Artes, Mexico City June 2006

The British Pavilion,XX Venice Architectural Biennale

September - November 2006Echo Cities

Rome Reborn 1.0Seven years in the making...Every building in ancient Rome reconstructed and navigable in three dimensionsUniversity of Virginia collaboration with 3D soundscapes by lllustriouswork starts October 2007

Illustrious immersive sound concept

Recreating the sound of the Colosseum using 3D SonicImaging sound

Breathing Trees - sound and light installation with CreatmospherePotter’s Field, South Bank, London February 2008

Soundlife Of London - Leicester Square, London Spring 2008

Sensory Theatre Environment for disabled/autistic children

Threeways SchoolBath, EnglandOpens September 2007

Immersive ‘5-sense’ branding experience Launch Kenzo’s new male fragrance ‘Tokyo’

Kenzo, Paris May 2007

Galleries Lafayette

GREEN HUMAN ENERGY INNOVATION PARTNERSHIP PERFORMANCE PROGRESSIVE

• BP’s Helios awards

• Brand attributes as an anchor for BP’s sonic identity

• Palette as a guide for additional brand communications

Core values come to life

• UK’s first direct bank (via phone) • Passionate customer base• Design research led the way• Thematics created as a platform for brand-based audio

(Podcasts, advertising, web palettes, music on hold)

Banking on brand immersion

The future? We will...

1. Use sound as a forethought.2. Use sound as a meaningful

articulation of our brands’ core values.3. Use sound as a means of solving

problems.4. Move beyond the logo to address

multiple needs and markets.5. We will (gasp!) standardize.

“Light and sound arguably do at least as much as space, form and texture to evoke an emotional response to a design... great design should encompass all of this, so let's give it more credence.”

Lynda Relph-Knight, Design Week

“Marketers that don't understand the power of music will simply be left behind.”

Mary Dillon, McDonald’s CMO

Thank you!web: sonicid.comblog: intentionalaudio.com

Noel FranusMartyn Ware