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VISIBILITY BRANDING WEBINAR

SOUND BRANDING

Guests

Cyrille Murard Founder Capital MusicGuest: Elsie Obadia Sound Designer O+CO

Host

Bernadette Martin Founder - Visibility Branding

December 3, 2008

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What is Sensory Branding

Sight

Touch

Taste

Smell

Sound

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What is a Brand

A Bundle (accumulation) of Experiences

(touch points) that are

Emotional, Rational and Sensory

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Tell me and I'll forget, show me and I might

remember. Involve me and I'll understand

Benjamin Franklin

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Why build a Sensory Brand Platform?

Increase in Noise and Clutter Consumers more receptive when

operating on all FIVE senses

Builds Brand Equity Avoid brand bland

Consumers zapping out

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Future of Brand Building

Multi-Sensory Model: Transition from TWO sensory appeal to

multi-sensory synergetic appea

More than 40% of Fortune 500 companies

have a sensory branding strategy in their

marketing plan

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What is Sound Branding

Art of using sound as a strategic

communication tool

Use of affective and emotional functions

of music

Musical expression of a brand

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Types of Sound Branding

Sound LogoShort distinctive jingle or melody or other sequence of sound, usually positioned at

the beginning or end of a commercial. Considered the acoustic equivalent of a visual logo.

INTEL Sound logo: http://fr.youtube.com/watch?v=QRLyMjvug1M

Brand MusicCOCA COLA Brand Music: http://fr.youtube.com/watch?v=lgayORZ0CTY

Sound Signature

Sound, sequence, voice, wordEverything recognized and associated with a brand accoustically

http://fr.youtube.com/watch?v=QRLyMjvug1Mhttp://fr.youtube.com/watch?v=lgayORZ0CTYhttp://fr.youtube.com/watch?v=lgayORZ0CTYhttp://fr.youtube.com/watch?v=QRLyMjvug1M

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Benefits of a good sound environmentSound branding is a way of being understood

Conveys the brands values

Explains and strengthens the brands positionning

Articulates the features, benefits and strengths of

product/services

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TELEPHONY

Telephone waiting,voice mail

EVENTS & SPACES

Conventions, launchings

Shops, spaces of sale

WEB & Multimedia

Website

Product videos

ADVERTISING

TV, Radio

Promotional movies

Sound branding:

Sound logos, made to measure music,

sound charters

SOUND UNIVERSE

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SNCF

A perfect global communication

Logo:

http://fr.youtube.com/watch?v=5de914AA9To&feature=related

Telephony:

http://www.dailymotion.com/video/x3hjmc_attente-telephonique_fun

TV Spot:

http://fr.youtube.com/watch?v=XLgxIJ4PjOg&feature=related

http://fr.youtube.com/watch?v=XLgxIJ4PjOg&feature=relatedhttp://fr.youtube.com/watch?v=XLgxIJ4PjOg&feature=relatedhttp://www.dailymotion.com/video/x3hjmc_attente-telephonique_funhttp://www.dailymotion.com/video/x3hjmc_attente-telephonique_funhttp://www.dailymotion.com/video/x3hjmc_attente-telephonique_funhttp://www.dailymotion.com/video/x3hjmc_attente-telephonique_funhttp://www.dailymotion.com/video/x3hjmc_attente-telephonique_funhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=relatedhttp://fr.youtube.com/watch?v=5de914AA9To&feature=related

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TVThe elements of a good musical spot

Attracts Attention

Visual

Well conceived Creates Emotion

Correspond to the targets tastes

Peugeot Spot:http://www.steekr.com/n/50-2/share/LNK7580493573617985b/

http://www.steekr.com/n/50-2/share/LNK7580493573617985b/http://www.steekr.com/n/50-2/share/LNK7580493573617985b/

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WEB

Case Studies: Web sound branding

VAN CLEEF &ARPELS: www.vancleef-arpels.com

Groupe CARRERE: http://www.groupe-carrere.com/

http://www.vancleef-arpels.com/http://www.groupe-carrere.com/http://www.groupe-carrere.com/http://www.groupe-carrere.com/http://www.groupe-carrere.com/http://www.vancleef-arpels.com/

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TELEPHONY

Societe Generale: Call waiting sound brandhttp://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/

VIDEOS, CORPORATE MOVIES

Issey Miyak: Video producthttp://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/

http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/

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What is the process to determine a

SIGNATURE brand sound?

Brand Study

Creation

Technical

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What makes a successful sound

identity?

Perceived as Distinct

Understandable, clear, represents thepersonality of the brand

Memorable

Associated with the brand

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What is the process used by

Capital Music

MARKETING

MUSICAL CREATION

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QUESTIONS

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ELEMENT Sadness Gaiety Serenity Fear Excitation Seriousness

Mode Minor Major Major Minor Major Major

Tempo Slow Fast Slow Slow Fast Slow

Tonality Low High Medium Low Medium Low

Rythm Hard Smooth Smooth Irregular Irregular Hard

Harmony Consonant Consonant Consonant Dissonant Dissonant Consonant

Volume Medium Medium Low Various Loud Medium

The emotional climates of music according to the musical elements

(BRUNER on 1990)