The Audio Branding Academy wants to acknowledge their official supporters whose patronage is highly appreciated:

audio-branding.de

Audio Clusters

audity

eyeball

Flyabit Sound Branding Studio

forensic-musicology.com

FusionFlow Media

Indigo Music

iV LLC / iV2 GmbH

Markenlexikon.com

Microsoft Production Studios

pop.sponsoring

Rare Element Audio

Robin Mackenzie Partnership

As an ABA Supporter you can make a valuable contribution to the Audio Branding Academy and its activities and you benefit from many advantages.
Learn more about being an official ABA Supporter

Juan Corrales has been executive in the music and advertising industries, composer, music producer, branding & advertising pro and digital entrepreneur. Licenced in Business administration and master in ebusiness, he worked in peermusic (4^th global music publisher) as General Manager for Latin American Operations and European Film&Tv Director before moving in 2001 to the Advertising and Digital world where he stayed for 10 years in BBDO working for top international and local brands (Mercedes, Pepsi, Chrysler, Canal+, Amnesty International…) and receiving multiple awards such as Cannes Gold Lions or DMA Diamond&Gold Echo among many others. He was Managing Director for development and Digital in Contrapunto BBDO and member of the board when he left the company in 2011 to found Flyabit.

At the Audio Branding Congress 2012, Juan presented the case study Renfe Sound Branding.

Natalia Lannes and Guilherme Flarys from Brazilian audio branding agency Gomus presented the case study Audio Branding Guide – Globosat at the Audio Branding Congress 2012.

Daniel Müllensiefen studied Systematic Musicology, Historic Musicology and Journalism at the universities of Hamburg (Germany) and Salamanca (Spain). He did his doctoral dissertation in Systematic Musicology on memory for melodies at the University of Hamburg and obtained his PhD in 2004. From 2006 until 2009 he worked as a Research Fellow in the Computing department at Goldsmiths, University of London. Since 2009 he is a lecturer in the Psychology department at Goldsmiths and co-director of the Master’s course in Music Mind and Brain at Goldsmiths. In 2010 he was also appointed as Scientist in Residence with the London-based advertising agency DDB UK where he acts as a consultant and researcher, mainly on questions regarding the role of music in advertising and other commercial settings.

At the Audio Branding Congress 2012, Daniel presented findings from the study Implicit and Explicit Effects of Music on Brand Perception in TV Ads

Henry Daw works as a Principal Sound Designer for Nokia, based at the Nokia Design Studio in central London.  Henry’s musical background started out very early with the classical piano, which later on progressed to creative music technology. This culminated in a Music Degree at RWCMD in Cardiff with a Principal Study in Music Technology. After graduating in 2002 Henry relocated to Tampere Finland where he would form part of the new Nokia Sound Design Team – Henry has since overseen the development of Nokia sound for over 10 years.

At the 2012 Audio Branding Congress, Henry presented the Nokia Case Study.

Professor Charles Spence is the head of the Crossmodal Research Laboratory at the Department of Experimental Psychology, Oxford University. He is interested in how people perceive the world around them. In particular, how our brains manage to process the information from each of our different senses to form the extraordinarily rich multisensory experiences that fill our daily lives. His research focuses on how a better understanding of the human mind will lead to the better design of auditory and multisensory products, brands, interfaces, and environments in the future.

At the Audio Branding Congress 2012, Charles presented findings and insights about Enhancing Multisensory Experiences and Brands Through Sound.

Nancy Puccinelli holds a PhD in psychology from Harvard and comes to Saïd Business School from Northeastern University. Her consulting and field work includes companies such as Ritz Carlton hotel, Four Seasons hotel, Procter and Gamble, and Coca-Cola. She and her work have been featured on national TV in the US and the UK, particularly on the role of psychology in difficult markets. She is widely published in journals such as the Journal of Consumer Psychology, Journal of Retailing, and Journal of Business Research.

At the Audio Branding Congress 2012, Nancy spoke about Audio Branding and Consumer Research.

Michele Arnese and Rudi Mauser presented the The Linde Group Case Study at the 2012 Audio Branding Congress and won the BRONZE Audio Branding Award.

Alexander Wodrich from Wodrich Audio Branding presented the DKSH Case Study at the 2012 Audio Branding Congress and won the SILVER Audio Branding Award.

Lydia Watson from The Sound Agency and Tim Hirst from BRANDsense Agency presented the Harrods case study at the 2012 Audio Branding Congress and won the GOLD Audio Branding Award.

The Audio Branding Academy wants to acknowledge their official supporters whose patronage is highly appreciated:

audio-branding.de

audity

Expansion Team

Flyabit Sound Branding Studio

forensic-musicology.com

FusionFlow Media

iV LLC / iV2 GmbH

Markenlexikon.com

Microsoft Production Studios

Rare Element Audio

soundmonkeys audioagency

As an ABA Supporter you can make a valuable contribution to the Audio Branding Academy and its activities and you benefit from many advantages.
Learn more about being an official ABA Supporter

The fourth annual Audio Branding Congress was held on December 11, in the UK for the first time after previous events in Germany and the US. The host was Oxford University, and the venue was prestigious Oxford Examination Schools. More than 130 audio branding experts from 21 countries, including India, Brazil, Russia and South Africa, gathered to review a year of rapid growth in both industry revenues (up more than 30%) and sophistication in terms of tools, practices and measurement.

Learn more here

The Audio Branding Academy congratulates the winners of the Audio Branding Award 2012:

GOLD: Harrods – Agency: The Sound Agency (UK)
SILVER: DKSH – Agency: kleiner und bold (Germany)
BRONZE: The Linde Group – Agency: amp (Germany)

View the photo gallery of the congress here

The prize for the GOLD award is the Pro Sound Effects Master Library, worth US$ 11,900 and comprised of over 116,000 sound effects and delivered on a 1.5 TB Glyph drive.

After 2010 and 2011 the Audio Branding Academy conducted the third Audio Branding Barometer as an online study in October 2012. The aim was to gather valid and comparable market data for this industry. 33 agencies from 12 countries participated this year, just about the same as in 2010 and 2011. 24 of them considered themselves as specialized audio branding agencies. The biggest share of responses came from Germany and the US as well as from Great Britain and Brazil.

To the results of the Audio Branding Barometer 2012

Adrion Porter is the Founder and Chief Engagement Officer at FusionFlow Media, an audio branding and marketing consultancy. His focus is helping brands establish a distinctive identity, engage effectively across media platforms, and break through the marketplace clutter using the emotional power of music and sound. With over 15 years of marketing leadership positions for different companies, Adrion has always wanted to combine his strong passion for psychoacoustics and music with his brand strategy expertise. His mission now is to elevate audio as an essential asset for brand equity and engagement.

Adrion holds an MBA from Vanderbilt University, and a Bachelor’s of Business Administration from University of Memphis. He also blogs about his thoughts on audio branding and other interests on his personal website at www.adrionporter.com. A passionate speaker, he enjoys talking to audiences about a variety of topics, including the power of sound, emotion, and brand strategy.

Adrion will take part at the panel discussion Audio Branding: Art, Science or the Art of Science?

Michele Arnese, designed in Italy and assembled in Germany, is co-founder and co-owner of amp – audible brand and corporate communication. He has a degree in Engineering at University of Pisa and worked more than 10 years as management consultant for major German and international companies. His passion for music could take advantage from the experience of methods, strategy and ideas: he is the head of strategy and consultancy at amp.

Rudi Mauser, born in Germany, is co-founder and co-owner of amp – audible brand and corporate communication. He studied music at the Richard Strauss Conservatory in Munich and has been working more than 20 years as musician and composer for numbers of international artists and film & TV productions/theatres/brands. This experience helped him to develop over the years a profound knowledge about the function and the emotional effect of music: he is the head of music and production at amp.

At the congress Michele and Rudi will present the Linde Case for the Audio Branding Award 2012.

Alexander Wodrich is the managing director of Wodrich Audio Branding. After receiving his university degree in business and marketing communications, he launched his career at the Frankfurt-based advertising agency “Wunderman” (Young & Rubicam) in 1998, and later joined Germany’s largest agency  for branding and corporate identity, MetaDesign in Berlin, to work for clients such as DHL, Lufthansa and Volkswagen. In 2007 he became a member of the MetaDesign management board, responsible for the audio branding and motion graphics departments. He founded his own audio branding consultancy in 2010.

Alexander will present the case study DKSH Audio Branding for the Audio Branding Award and take part at the panel discussion Audio Branding: Art, Science or the Art of Science?

Daniel Müllensiefen studied Systematic Musicology, Historic Musicology and Journalism at the universities of Hamburg (Germany) and Salamanca (Spain). He did his doctoral dissertation in Systematic Musicology on memory for melodies at the University of Hamburg and obtained his PhD in 2004. From 2006 until 2009 he worked as a Research Fellow in the Computing department at Goldsmiths College, University of London. Since 2009 he is a lecturer in the Psychology department at Goldsmiths and co-director of the Master’s course in Music Mind and Brain at Goldsmiths. In 2010 he was also appointed as Scientist in Residence with the London-based advertising agency DDB UK where he acts as a consultant and researcher, mainly on questions regarding the role of music in advertising and other commercial settings.

At the congress Daniel will present his paper: Implicit and Explicit Effects of Music on Brand Perception in TV Ads

Henry Daw works as a Principal Sound Designer for Nokia, based at the Nokia Design Studio in central London.  Henry’s musical background started out very early with the classical piano, which later on progressed to creative music technology. This culminated in a Music Degree at RWCMD in Cardiff with a Principal Study in Music Technology. After graduating in 2002 Henry relocated to Tampere Finland where he would form part of the new Nokia Sound Design Team – Henry has since overseen the development of Nokia sound for over 10 years.

Henry will present the Nokia case for the Audio Branding Award and take part at the panel discussion Audio Branding: Art, Science or the Art of Science?

Rayan joined Elias Arts in 2003 to conquer the last frontier of integrated marketing: audio. Deploying his experience in branding, UX and experiential marketing, Rayan formalized the core components of Elias’ audio branding methodology, including best practices and audio branding taxonomies, and has helped develop Audio Identity Systems for Cisco, Nike, American Express, Coca-Cola, Citi, Orange Wireless, and Sun Microsystems.  Rayan has created numerous “Best Practices” modules and authored White Papers and book chapters on the discipline of Audio Branding. Prior to joining Elias Arts, Rayan was Director of Brand Strategy for The Futurebrand Co. in New York, where he oversaw key branding and identity programs for companies including Saudi Aramco, Trivent Financial and PricewaterhouseCoopers. Rayan holds a BA in European History from the University of North Carolina at Chapel Hill, and a MBA from Georgetown University in Washington DC.

Rayan will participate in the panel discussion Audio Branding: Art, Science or the Art of Science?

Coming from a background in musicology, Klemens Knöferle obtained a Ph.D. in Marketing from the University of St. Gallen, Switzerland, and is now a postdoctoral fellow at the Crossmodal Research Laboratory at the Department of Experimental Psychology, Oxford University. His research focuses on how sensory aspects of products and retail environments influence consumers’ emotions, perceptions, preferences, and behaviour. Klemens is particularly interested in interactions between different sensory modalities, and builds on current insights from the fields of cognitive psychology and psychophysics into how our various senses process information and interact with each other. Moreover, Klemens specializes in the influence of auditory cues (such as product-inherent sounds and music) on consumer behaviour.

At the congress Klemens will present the findings of his paper Product-Related Sounds Speed Visual Search

The Audio Branding Academy reserved some tables at the Famous Turf Tavern, an original English pub, on the evening before the congress on December 10th. If you want to meet speakers and other attendees at an informal get together, feel free to join us from 8:00 pm.

Susan has spent her career at the forefront of emerging branding and marketing practices, helping clients leverage innovative tools for brand impact and advantage. As Managing Director of Elias Arts Audio Branding Division, Susan helps brands strategically leverage the use of music and sound for deeper emotional engagement with their consumers, partners and employees; to create greater marketplace distinction; and to help brands create coherency across touchpoints — yielding bottom line results. While the power of audio has been recognized for decades, its use as a long term branding and enterprise transforming tool is only beginning to be understood.

Susan will present the case Show Me The Metrics! (Dell) for the Audio Branding Award.

Juan has been executive in the music and advertising industries, composer, music producer, branding & advertising pro and digital entrepreneur. Licenced in Business administration and master in ebusiness, he worked in peermusic (4^th global music publisher) as General Manager for Latin American Operations and European Film&Tv Director before moving in 2001 to the Advertising and Digital world where he stayed for 10 years in BBDO working for top international and local brands (Mercedes, Pepsi, Chrysler, Canal+, Amnesty International…) and receiving multiple awards such as Cannes Gold Lions or DMA Diamond&Gold Echo among many others. He was Managing Director for development and Digital in Contrapunto BBDO and member of the board when he left the company in 2011 to found Flyabit.

Juan will present the case Renfe Sound Branding for the Audio Branding Award.

The Audio Branding Academy wants to acknowledge their official supporters whose patronage is highly appreciated:

audio-branding.de

audity

Condiment Junkie

Expansion Team

Flyabit Sound Branding Studio

forensic-musicology.com

FusionFlow Media

Goldfish Sound

Groves Sound Communications

iV LLC / iV2 GmbH

Markenlexikon.com

Microsoft Production Studios

Musikvergnuegen

Rare Element Audio

Sonic ID

Soundbranding.com

soundmonkeys audioagency

As an ABA Supporter you can make a valuable contribution to the Audio Branding Academy and its activities and you benefit from many advantages.
Learn more about being an Official ABA Supporter

After the announcement of keynote speakers Prof. Charles Spence, Prof. Nancy Puccinelli and moderator Julian Treasure as well as the nomination of seven award cases (Dell, DKSH, Globosat, Harrods, Nokia, Renfe, The Linde Group) the 2012 Audio Branding Congress program has been completed by confirming two talks and four posters from all paper submissions.

A convention full of state of the art presentations and the exchange between practice and science will end with a panel discussion about the topic “Audio Branding: Art, Science or the Art of Science?” followed by the festive awards ceremony for Audio Branding Award 2012.

After the congress all participants are invited to mingle and mix at the after party in Oxford’s extraordinary FREUD café where matching beats will be provided at a later hour by DJ Orkidea (Tapio Hakanen – Head of Sound Design at Nokia, Finland) and DJ Alex Moulton (award jury member and creative director at Eyeball, New York City).

See here the program overview

Join the online forum for this congress on ICAB now and exchange your thoughts, ideas and experiences of the convention in Oxford.

The Audio Branding Academy is pleased to invite all congress participants to mingle and mix at the congress after party in Oxford’s extraordinary FREUD café on December 11, where matching beats will be provided at a later hour by DJ Orkidea (Tapio Hakanen – Head of Sound Design at Nokia, Finland) and DJ Alex Moulton (award jury member and creative director at Eyeball, New York City).
Learn more about the location

We have reserved some rooms at St. Anne’s College Oxford from Monday 10th until Wednesday 12th December. If you are interested and still looking for accommodation for the congress, please send an email to info [at] audio-branding-academy.org

We invite you to join ICAB – the International Community for Audio Branding (if you are not already a member). There we have created a group with Audio Branding Congress 2012 related forums to exchange thoughts, ideas and experiences about the talks, the Award, the panel discussion etc… before, while and after the congress.
You can join here

The topics of this year’s Call for Papers are “Audio Branding”, “Consumer Research”, and “Multisensory Design/Communication”. Accepted submissions will be presented either as a 25 minute talk or as a poster within a scientific forum. After reviewing of the Advisory Board, two papers were accepted as talks and five as poster presentations.

Learn more about the accepted papers

Submissions for the Audio Branding Award 2012 came from all over the world (including Germany, UK, USA, Brazil, Spain, India, Denmark, Finland, Switzerland) and competition was intense, with three cases deadlocked in a tie for the last two places, even after a second round of judging. The panel of six eminent judges prevailed upon the organisers to allow all three tied entries onto the shortlist, which thus comprises seven cases rather than the six originally planned.

Each of the finalists will present their case during the Audio Branding Congress 2012, and the gold, silver and bronze awards will be chosen on the day by a live vote among the Congress participants.

Learn more about the finalists

From now on, 12 great case submissions are presented in part online. The Award Jury will select six cases to be presented at the Audio Branding Congress 2012 by a representative from the agency or company responsible for submission, and the winner will be chosen by popular vote of the Congress participants. The selected six cases are to be announced around October 15th.

To the case submissions

Submission deadlines for the Audio Branding Award and the Call for Papers closed on August 31st. We want to thank all those who contributed with interesting articles or case studies.

The case studies of the Audio Branding Award will be presented in part online from about September 20th. Accepted papers, talks and poster presentations from the Call for Papers will be announced around October 15th.

The Audio Branding Academy are pleased to announce their partnership with the CMA for the Audio Branding Congress 2012. The Content Marketing Association (CMA), previously the Association of Publishing Agencies (APA) is a not for profit organisation representing the content marketing industry.

The overarching aim of the CMA is to promote the use of editorialised content as an effective marketing tool to client-side marketers and showcase the range of channels that can be used to editorially engage customers from digital – such as smart phone apps, tablet-enabled microsites and branded TV – to the more traditional customer magazines. Formed in 1993 the CMA’s members now comprise of 90 per cent of the UK market, producing publications and digital content for over 1,000 leading brands and organisations in the UK and internationally.

Content marketing is the second fastest growing media channel and CMA exists to champion and encourage this growth on behalf of its members. It is widely recognised for being one of the most innovative and supportive industry associations and has launched a number of initiatives all designed to further push the editorialisation of branded content as an effective marketing solution. www.the-cma.com

Prof. Florian Käppler is a composer and the founder of KLANGERFINDER GmbH & Co KG, Stuttgart’s studio for audio communication, a member of the Art Director’s Club, Germany and co-founder of the interdisciplinary study course, music design at the Staatliche Hochschule für Musik, Trossingen and Furtwangen University. On 1st October 2011, Prof. Käppler was appointed Head of the audiodesign department of the Hochschule der populären Künste in Berlin (HdpK -University of Applied Sciences). His sound design projects have gained international awards including Red Dot Awards, ADC Nails, the Adolf-Grimme Preis and the Berlin International Film Festival’s golden bear.

Florian is a member of this year’s Audio Branding Award jury. In this podcast he talks about his criteria for excellent audio branding and gives his views on audio branding in general:

Carl-Frank is member of this year’s Audio Branding Award jury. Here is an audio statement by him:

Once again many thanks for all your submissions so far. In case you would like to present your case or paper at the congress in Oxford, please note that there are only 8 days left for submissions until August 31, 2012!

Learn more about the Audio Branding Award 2012
Learn more about the Call for Papers 2012

We are pleased to present Man Made Music as a returning congress sponsor. Man Made Music is a unique bi-coastal music company and sonic brand consultancy dedicated to harnessing the emotional power of sound and music to tell great stories across multiple platforms. Founded a decade ago, Man Made Music is the vision of Joel Beckerman, a seasoned veteran of music for media and brands. Man Made Music has received tremendous industry acclaim; including 5 Promax Gold Muses and The Broadcast Design Association Pinnacle award and were recently featured in Fast Company’s 2010 “50 Most Innovative Companies” as one of the top music companies.

Learn more about our sponsors

Patrick Langeslag studied business admin­istration at the University of Antwerp and graduated with a major in international economics. In 2001, he founded the audio consulting group together with Wilbert Hirsch. As senior partner strategy, he advises major companies in acoustic branding and corporate identity. Patrick Langeslag serves as an external lecturer for audio branding at several universities. He has been a member of the New York Academy of Science since 2003.

Patrick is member of this year’s Audio Branding Award jury and told us about his criteria for excellent audio branding amongst others.

Thank you very much for the previous submissions and the positive feedback on the Audio Branding Award 2012 and the Call for Papers so far. In case you would like to present your case or paper at the congress in Oxford, please note that deadline for submissions is August 31, 2012.

Learn more about the Audio Branding Award 2012
Learn more about the Call for Papers 2012

Professor Charles Spence is the head of the Crossmodal Research Laboratory at the Department of Experimental Psychology, Oxford University . He is interested in how people perceive the world around them. In particular, how our brains manage to process the information from each of our different senses to form the extraordinarily rich multisensory experiences that fill our daily lives. His research focuses on how a better understanding of the human mind will lead to the better design of auditory and multisensory products, brands, interfaces, and environments in the future.

Charles is host of the Audio Branding Congress 2012 and will give a keynote about multisensory aspects of audio branding. Hear what he says about the congress:

Our Audio Branding Award jury member Martyn Ware has just launched the stunning “Tales From The Bridge”, a 3D soundscape collaboration covering the length of the Millennium Bridge in London. The mesmerising piece was commissioned by the Mayor of London to launch at the start of the London 2012 Olympics, and will run until the end of September.
Here is an interview with Martyn about this amazing project, which is going to be on the Millenium Bridge during the Olympics

Best known as the founder of Expansion Team, Alex recently merged his audio branding firm with Eyeball, the design company-turned ad agency led by longtime collaborator Limore Shur. With Expansion Team, Alex was responsible for crafting the sound of many TV networks including CNN International, PBS, Discovery, and Comedy Central, and contributed his expertise to respected brands like jetBlue, Amazon, Target, Verizon and American Express.

As a member of  the Audio Branding Award Jury, we asked him also about the importance of the Audio Branding Congress and his personal criteria for excellent audio branding.

Returning Audio Branding Congress Sponsor Pro Sound Effects is donating the Pro Sound Effects Master Library, worth US$ 11,900, as part of the Audio Branding Award. The PSE Master Library is comprised of over 116,000 sound effects and delivered on a 1.5TB Glyph drive.
Learn more about our sponsors

Our Audio Branding Award jury member Martyn Ware received an Honorary Doctorate – Doctor of Science (honoris causa) – from the Queen Mary University of London yesterday.

Congratulations Martyn!

Nancy Puccinelli holds a PhD in psychology from Harvard and comes to Saïd Business School from Northeastern University. Her consulting and field work includes companies such as Ritz Carlton hotel, Four Seasons hotel, Procter and Gamble, and Coca-Cola. She and her work have been featured on national TV in the US and the UK, particularly on the role of psychology in difficult markets. She is widely published in journals such as the Journal of Consumer Psychology, Journal of Retailing, and Journal of Business Research.

Nancy will give a keynote about audio branding and consumer research at the Audio Branding Congress 2012. Hear what she says about the congress:

Learn more about the congress