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Audio Branding Education

April 14th, 2014

Audio branding lectures in summer terms 2014:

Sound of the Century

February 17th, 2014

Sound des Jahrhunderts (Sound of the Century) is the name of an anthology that was shortly published by the Bundeszentrale für Politische Bildung bpb (the book is available only in German). The book covers various aspects of sound and its functions in society, media, everyday life, historical events and so on. Kai Bronner, managing partner of the Audio Branding Academy, contributed an article about Audio Branding. The book comes with a CD that contains many of the sounds that are mentioned in the articles. Read a preview (and order if you like)

The demand for audio branding is growing fast

February 14th, 2014

The French online magazine DesignMusical has just published an interview with Dr. Cornelius Ringe, senior partner of the Audio Branding Academy. Cornelius talks about the audio branding industry and the future of the Audio Branding Academy amongst others.

Read the interview here

Lecture at Humboldt University of Berlin (in German)

February 10th, 2014

Dr. Cornelius Ringe, senior partner of the Audio Branding Academy, gave a free lecture at Humboldt University of Berlin: “Listen, Think And Hear | The Simple Story About Audio Branding”. The lecture is in German only.

Video documentation ABC2011: Droid Does – The Doing of Droid

February 5th, 2014

Droid Does – The Doing of Droid

Presentation at the Audio Branding Congress in New York on November 17, 2011.

Abstract from Stephen Dewey:

Machine Head’s founder and Creative Director, Stephen Dewey, takes you through the process of sculpting the sonic palette for the Verizon “Droid” advertising campaign. From the first agency call to the campaign’s most recent evolution, Dewey reveals the ins and outs of how the branded sound of one of the most successful advertising campaigns to date came to be.

Video documentation ABC2011: Contours and Conventions

February 4th, 2014


Contours and Conventions – Communicating Information and Emotion

Presentation at the Audio Branding Congress in New York on November 17, 2011.

Abstract from Russ Jones:

How information is conveyed through sound to aid navigation, enhance user experience and communicate brand identity.We all understand a complex sonic vocabulary through which we can communicate semantic, physical and emotional information. This understanding of sonic codes is linked with our memories and emotions through hard wired cross-modal associations. By using this sonic vocabulary we can create more efficient, engaging, tactile user experiences, define new sonic codes, and communicate brand / product identity.

Video documentation ABC2011: ING-DiBa Case

February 3rd, 2014


Case presentation at the Audio Branding Congress in New York on November 17, 2011.

Abstract from Waltraud Niemann

Audio branding, phase I
- The new name of the ‘Allgemeine Deutsche Direktbank’, DiBa (Direktbank), was launched in the course of a brand campaign in1999. The key focus was on the new brand name. This was supported ideally by a specially developed jingle.
- The key theme from Bert Kaempfert’s ‘Strangers In The Night’ became the familiar ‘DiBa-DiBa-Du’. Everyone knows it, everyone likes it. It’s a really catchy tune.
- Despite all changes the brand went through, the sound remained as a familiar constant that characterises the brand identity of ING-DiBa and guarantees an extremely high brand recall factor. People begin to sing it as soon as someone mentions the brand: DiBaDiBaDu…lalalala…DiBaDiBaDu….

Audio branding, phase II: The challenge of new audio branding
- Within the course of repositioning the ING-DiBa brand, one of the tasks was to further develop the sound component (jingle, brand voice, soundscape)
- Which aims were to be fulfilled by the new audio branding?
• More intense emotionalisation of the ING-DiBa brand.
• Translate the brand promise into an experience: DiBaDu communicates ‘The Bank and You”. The brand promise reflects a concrete customer experience: the DiBaDu feeling (customers experience it, for example, through simplicity, transparency, customer service, etc. at ING-DiBa). The DiBaDu feeling is to be made audibly tangible.
• Modernisation of the jingle while maintaining the familiarity already achieved by the brand sound and preserving its established extreme popularity.
Conclusion: Evolution not revolution

A harmonious brand identity that communicates the DiBaDu feeling in both audible and visual terms.

Video documentation ABC2011: Airela Case

January 31st, 2014


Case presentation at the Audio Branding Congress in New York on November 17, 2011.

Abstract from Paulo Dytz, Leandro Tonetto, Fabiola Lima:

Airela is the newest Brazilian pharmaceutical manufacturer. The aim of this audio branding project was to develop Airela’s sound identity and materials to be used in the brand communication. In order to study Airela’s essence and to transpose it to sound and voice attributes, an ontological approach was applied to the brand. The process was aimed at understanding the brand coherence trough three domains: language, physicality and emotionality.

The analysis was the starting point to define motherhood as the main brand attribute, and to design its foundations: life, wellbeing, tenderness, joy, generosity and confidence. After defining these foundational attributes, each of them was correlated to sound and voice parameters, defining Airela’s voice and sound logo. These attributes generated an audio map, guiding the choice of voice characteristics (pitch, loudness, resonance, vocal attack, articulation, intonation, fluency, Pneumo-phono-articulatory coordination) and musical characteristics (time, pitch, timbre, texture, dynamics and articulation).

Together, these characteristics for sound and voice helped guiding the development of musical insights. A workshop with music producers and audio branding advisors was carried out in studio, in order to evaluate these insights. Two sound insights to voice and two sound logos were developed to be used in television and other brand touch points.

An experimental research was developed to evaluate the voices and sound logos efficacy to produce associations with life, well-being, tenderness, joy, generosity and confidence. 92 people were divided into two groups. Each group listened to one voice and one sound logo, answering objective questions about them. The results indicated the best choices in voice and sound logo to produce the intended brand associations. A sound identity manual was developed, containing all the essential information about the process and sound usage guidelines.

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