Strengthening Brand America - Soundbranding ‘the new need’...

Audio Management A/S www.soundbranding.com tlf. + 45 39 40 64 60Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode +45 40 36 64 62 [email protected]

Vesterbrogade 24 B, 2. 1620 København V, Denmark Ulrik With Andersen +45 50 94 10 03 [email protected]

Soundbranding ‘the new need’

Perception and Sensory Integration

Soundbranding in spaces and places

Soundbranding - A paradigme shift



Perception and Sensory Integration

Sound is influencing emotions directly. Emotions are not controlled by the rationel part of the brain.

The unborn child is exposed to sound from the 28.th week of the pregnancy.

Sound is part of the instincts, and it is percieved both through the body and the ear.

Preferences of sound is based on age, gender, social, cultural, national and religious connotations and identity

Sound creates reflective physical reactions like: goose bumps, tears, stresses the system.



Disneyland - Paris - Hong Kong - Florida - California



4

Bayreuth Opera Festival - Richard Wagner - Hitler - The Allied - festival since 1876

Wagner's Festival ideal was closely bound up with the genesis of his principal work,

Der Ring des Nibelungen, each element in the equation fructifying the other. It was

on 14 September 1850 that Wagner first sketched out the idea of a festival. It was

under the Third Reich that the festival made its first break from tradition, abandoning

the deteriorating 19th century sets created by Richard Wagner. Many protested the

changes. Hitler approved of the changes, During the war, the festival was turned over

to the Nazi party, which continued to sponsor operas for wounded soldiers. The

soldiers were forced to attend lectures on Wagner before the performances. Two-

thirds of the town of Bayreuth was destroyed by Allied bombing, though the theatre

itself was undamaged. During American occupation of the region after World War II,

the theatre was used for army recreation and religious services for American

soldiers. Only popular concerts and mixed entertainment were allowed: comedy,

dancing, acrobatics, and then only Die Fledermaus was staged. In 1946 the Festival

House was handed over to the city of Bayreuth,. Talks about reopening of the

Wagnerian Festival started. Finally it reopened with the performance of Beethoven's

9th Symphony on July 29, 1951, followed by the first post-war premiere of Wagner's

opera,



Liverpool The Beatles - The Mercey Beat - The British Invasion



Songs about places

Wonderful, wonderful CopenhagenNew York, New York



National Anthem



Perfect place - and productbranding

Big Ben

Basilica di San Pietro in Vaticano

Mihrab, Moskea, Cairo



A Paradigme Shift

Audio Management A/S was the first company to adress sound branding as a strategic design tool on a corporate level.

Since the birth of radio and TV as mass media, we have seen the rise of many new mass media the latest being the smart phone where the screen size alone begs for a clever use of sound, voice and music.

In the past, businesses have used sound primarily as an entertainment added value without harvesting the huge potential sound has for building and maintaining emotional brand relationships. Sound i s rapidly being adressed and used as a design element on equal basis with visual design, bacause the methology is both proven and practical.

The shift to electronic channels of marketing has made the need for a strategic approach to sound branding absolutely nescessary if the brand is to survive. Today corporate BRANDs is facing 'a new need' - to express the brand persona-lity on all electronic medias. The shift to electronic channels of marketing has made the need for a strategic approach to sound branding absolutely nescessary if the brand is to survive. Today corporate BRANDs is facing 'a new need' - to express the brand personality on all electronic medias.

New needs, new behavior

A growing number of marketers are adressing the big benefits of using audio as a design tool. They use music and sound as an integrated, planned, strategic communication tool rather than a non planned afterthought when implementing.

These marketers are creating the new discipline of sound brand identity and realizing a new area of competitive advantage because sound design is the ultimate way to sets the stage for brands and engage the target group emotionally in your brand.



Touchpoints

TV

Corporate Film

Cinema

Radio

Audio

Corporate

Identity®

Merchandise

DVD

CD-Rom

Download

Retail

Offices

Conferences

Spaces & Places

Events

Telephone hold

Product

Web

Desktop

Mobile devices



Step by step

SoundIdentity® Audio Design

Audio elements created.

Audio Corporate Identity®

Complete Corporate Identity Manual

Optimization, adjusting and development

SoundIdentity® Step by Step

SoundIdentity® Audit

full audit and recommendations

SoundIdentity® Platform

!"#$"!%&$!%!"'()*+"!%*$%(,-./"0"%+)&$!%guidelines

Identification of maximizing brand performance by implementation of soundbranding.

Cost efficiency improvement on copyrights; existing presentation movies, commercials, banneradds etc.

Identification of the brand value of existing sound

Identification of existing soundbranding performance.

Identification of Stakeholder value

Identification of Organisation value

Think - Design - Do1) Analyses 2) Qualification of designelements 3) Design 4) Implimentation



soundbranding.com

soundbranding.comcontact:

Birgitte RodeFounder, Creative Director

[email protected]+45 40 36 64 62

Strengthening Brand America - Soundbranding ‘the new need’...

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