After studying Business at EDHEC, Michaël Boumendil, composer and producer, created Sixième Son in 1995. It is a pioneer and leading agency in Europe for audio branding and sound identity. In parallel, Michaël Boumendil is a former lecturer and teacher in French renowned Business and Marketing Schools.
At the Audio Branding Congress Michaël presented the case study SNCF Sound Identity Program. He tells us about the case, what makes it special, and gives his views on the audio branding industry.

Interview – audio only:

Wilbert Hirsch is Senior Partner and co-founder of the audio consulting group. The audio consulting group helps national and international clients to gain their communication efficiency by using acoustic branding strategies. With the publication of his “Brand Aesthetics & Acoustic Branding” in 1999, Hirsch was one of the first to introduce a concept that is considered today to be one of the standards about acoustic branding.

Hirsch’s audio consulting group won the Audio Branding Award 2011 for the creation of a corporate sound for Swiss financial company UBS.

Interview – audio only:

We are looking forward to your early reply.

With best regards
( ( ( ABA ) ) )

Martyn Ware formed The Human League in 1978, production company/label British Electric Foundation and Heaven 17 in 1980.  As record producer and artist he has featured on recordings totaling over 50 million sales worldwide – producing Tina Turner, Terence Trent D’Arby, Chaka Khan, Erasure, Marc Almond and Mavis Staples, etc. At the Audio Branding Congress 2011 Martyn Ware held a keynote presentation about the future of sonic branding. And we were lucky enough to get him interviewed.

Interview – audio only:

Paul Kalbfleisch is an innovative marketing executive with a unique breadth of experience gained with global and national leaders in technology, financial services and creative agencies. For 10 years Paul had managed and grew the BlackBerry brand in a variety of roles, most recently as VP of Brand Creativity.
In this interview he talks about his presentation and his experiences on a project for Blackberry collaborating with the band U2 as well as what he expects from the future of mobile branding amongst others.

Interview – audio only:

The third Audio Branding Congress took place in a full house at Columbia University New York City on November 17th. With this year’s motto “Stay Connected, Sound Global” the congress focused on new prospects of building brands on mobile devices by using sound. Highlighting the event was the distribution of the first Audio Branding Award, for which the audio consulting group was selected in creating the corporate sound of financial services company UBS.

Learn more

The Audio Branding Academy conducted the Audio Branding Barometer as an online study in September 2011. Their aim is to deliver valid and comparable market data for this industry every year.

In this year’s study we also asked for the attitude of the Audio Branding community towards scientific approaches. An overwhelming majority of the participants entertain a strongly positive attitude. They mostly have a rational, strategic view of the audio branding process, which they believe in nearly perfect consensus can be enhanced by scientific results.

Moreover, the participants agreed in nearly full concordance that there should be more exchange between practitioners and scientists and that there is need for study courses in audio branding.

To the results of the Audio Branding Barometer 2011

The third Audio Branding Congress took place in a full house at Columbia University New York City on November 17th. With this year’s motto “Stay Connected, Sound Global” the congress focused on new prospects of building brands on mobile devices by using sound. Highlighting the event was the distribution of the first Audio Branding Award, for which the audio consulting group was selected in creating the corporate sound of financial services company UBS.

Learn more

We thank all participants for making this year’s congress a successful and inspiring event.
We will make sure that photos are posted soon, and videos will follow in the coming weeks.

Yours sincerely ( ( ( ABA ) ) )

Impressions

The 2011 Audio Branding Congress is just 10 days away, but there’s still time to be a part of this fascinating event!

“Stay Connected, Sound Global” is the motto of this year’s congress. The theme of the day will be mobile audio; presentations and speakers will focus on audio branding for mobile devices, applications, and emerging digital media. The Congress day will also consist of six impressive juryselected award case studies, a thought-provoking panel discussion and the first Audio Branding Award ceremony.

The whole program with abstracts of the presentations and information about the speakers is ready for download as PDF.

For the past three years Tapio Hakanen has been managing the sound design team at Nokia where he is responsible for the creation of Nokia’s audio brand assets and has been handling delivery of sounds to over one billion Nokia devices. Prior to this Tapio was working in the gaming world where he sound designed Disney’s virtual Disney World “VMK” to celebrate their 50th anniversary.

At the Audio Branding Congress 2011 Tapio will talk about the Evolution of Audio Branding in Mobile Devices at Nokia. In this podcast he tells us what he is going to talk about in his presentation amongst others.

In this podcast Alex Moulton, founder and creative force of this year’s Congress Host Expansion Team, talks about his expectations for the upcoming congress, tells us about his experience at the 2010 congress in Hamburg, and shares his thoughts about audio branding and the audio branding community in general.

Paulo Dytz works in the advertising industry and holds a degree in Public Relations. He is a sound producer, co-founder and Chief Creative Officer at B Sound Thinking: a Brazilian sound agency with expertise in audio advertising, audio interactive and audio branding.

At the Audio Branding Congress Paulo will present this case study Voice and Sound Logo for the Brand Airela nominated for the Audio Branding Award. In this podcast he tells us about his case, his company and about the importance of audio branding in general among others.

Waltraud Niemann is Head of marketing, ING-DiBa Austria, and was before Head of advertising department, Germany. She was responsible for the development of the new ING-DiBa audio branding. At the Audio Branding Congress Waltraud Niemann will present this case study DiBaDu – a Brand Promise Made Audible nominated for the Audio Branding Award.

In this podcast she tells us how she got involved in audio branding and explains how they approached the development of the new ING-DiBa brand sound.

Herwig Kusatz is a cosmopolitan not only at heart but also in everything he has been doing so far in his life. After graduating from an American High School, he spent some years in Germany, Spain and the Netherlands, getting an education in Biomedical Engineering and a MBA in General Management and Strategy.

Herwig is founder of Sound Strategy and at the Audio Branding Congress he will present the case study Vienna Tourist Board – Sound Identity nominated for the Audio Branding Award. In this podcast episode Herwig gives us some background information about the case study, tells us about his company Sound Strategy and lets us know what he thinks about audio branding as an essential component in branding.

Martyn Ware formed The Human League in 1978, production company/label British Electric Foundation and Heaven 17 in 1980.  As record producer and artist he has featured on recordings totaling over 50 million sales worldwide – producing Tina Turner, Terence Trent D’Arby, Chaka Khan, Erasure, Marc Almond and Mavis Staples, etc.

Martyn will present the opening keynote at the Audio Branding Congress 2011: The Future of Sonic Branding

Learn more

At the Audio Branding Congress Zanna will present the case study Sabesp Sound Branding nominated for the Audio Branding Award. Zanna is a musical producer with a degree in Lyrical Singing. She was born in Rio de Janeiro and lived in Europe for ten years. In 2002, in New York, she grew tired of making music on demand and began studying Branding and developed her Sound Branding methodology. Back to Brazil, in 2007, she started Zanna Sound.

In this podcast we asked Zanna about her case Sabesp, what she expects from the Audio Branding Award as well what her predictions for the future of audio branding are.

We are pleased to announce our latest sponsors of the Audio Branding Congress 2011: Man Made Music and iV Group

Learn more about them

After studying Business at EDHEC, Michaël Boumendil, composer and producer, created Sixième Son in 1995. It is a pioneer and leading agency in Europe for audio branding and sound identity. In parallel, Michaël Boumendil is a former lecturer and teacher in French renowned Business and Marketing Schools.

At the Audio Branding Congress Michaël will present the case study SNCF Sound Identity Program nominated for the Audio Branding Award. In this podcast he tells us about the case, what makes it special and how he started Sixième Son as one of the first agencies specializing in audio branding.

Martin Pazzani is a seasoned global executive – a classically trained Chief Marketing Officer in consumer lifestyle brands who became an entrepreneurial CEO – and the former Chairman/CEO of Elias Arts, the commercial music and audio branding pioneers. As a marketing executive, he’s used music as a marketing tool for Smirnoff Vodka, Jose Cuervo Tequila, Bally Total Fitness, and others. As an advertising executive, he’s worked on many accounts using music and sound with great effect, like US Postal Service, Volkswagen, Kraft, SC Johnson and many others.

As a member of the Audio Branding Award Jury, he told us how he got involved in audio branding, about his general thoughts on the use of sound and music in marketing, and his personal criteria for excellent audio branding among others.

The program for the Audio Branding Congress 2011 has now been announced ­ with some updates to follow. The conference will consist of a full day of presentations on ‘Stay Connected. Sound Global’ by renowned experts, six nominated case studies competing for the Audio Branding Award 2011, scientific talks and posters, as well as a panel discussion about the importance of audio branding in the mobile world. Last but not least, this is a great occasion to network, as well as meet experts and fellow peers.

To program and time schedule

We are pleased to present Pro Sound Effects as Corporate Patron Sponsor of the Audio Branding Congress 2011. Pro Sound Effects provides media producers worldwide with the highest quality and most diverse sound effects and sound design resources for all types of productions and applications.

Learn more about Pro Sound Effects

The Award Jury has chosen the six finalists of the Audio Branding Award 2011 which will present their cases at the Audio Branding Congress 2011. And indeed, it was really a close-run contest. The six finalists are:

Voice and Sound Logo for the Brand Airela

DiBaDu – a brand promise made audible

Sabesp Sound Branding

SNCF Sound Identity Program

Acoustic Branding in all dimensions – UBS

Vienna Tourist Board – Sound Identity

The winner of the Audio Branding Award 2011 will be chosen by popular vote of the congress participants. Program and time schedule of the congress will be announced later this week.

John Groves is a composer, music producer and consultant on the use of sound and music in advertising and communications. In the early 90s he became one of the pioneers of Sound Branding. He is guest lecturer at various universities and institutions e.g. the University of Surrey, the Hamburger Texterschmiede and the Miami Ad School. 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.

As co-founder and creative director of Condiment Junkie, Russell has overseen designing User Interface (UI) audio for bestselling apps including Solar System, Storytime, Gordon Ramsey, Jamie Oliver and Phaidon, and created sonic id’s and Human Machine Interface (HMI) audio for automotive, retail and FMCG brands. In his presentation at the Audio Branding Congress 2011, Contours and Conventions – communicating information and emotion, Russ will talk about how information is conveyed through sound to aid navigation, enhance user experience and communicate brand identity.

From now on, 13 great case submissions are presented online (currently, one case is still password protected and only available to the jury). The Award Jury will select six cases to be presented at the Audio Branding Congress 2011 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 September 20th.

To the case submissions

We are delighted to present Paul Kalbfleisch as another outstanding speaker at the Audio Branding Congress 2011. For 10 years Paul had managed and grew the BlackBerry brand in a variety of roles, most recently as VP of Brand Creativity. He also introduced sub brands such as BlackBerry Bold, Pearl and Curve as well as ground breaking Social media/sponsorship programs with U2, Will.I.Am, The Black Eyed Peas and numerous product placement initiatives.

Learn more about Paul

In this episode we´re talking to the composer of the famous Intel Audiologo and member of the Award Jury Walter Werzowa about his expectations for the Congress and the first official Audio Branding Award.

We are happy to announce Jerry Krenach from mcgarrybowen as another great speaker at the Audio Branding Congress 2011. Jerry joined mcgarrybowen in 2009 as Director of Music Production, he manages all aspects of Music Production & Supervision for all of their offices, having built one of the most unique music departments in the industry.

Learn more about Jerry

We are very delighted to present another outstanding speaker for the Audio Branding Congress 2011: Mark Koelfgen!
Since coming to mcgarrybowen, Mark has been busy with Reebok, Brahma Beer, Marriott, Sharp and HP. Mark leads mcgarrybowen’s largest account—Verizon Wireless. Mark’s work has been featured in Cannes, Graphis, Creative Review, Archive, AdWeek, Creativity and Entertainment Weekly. Mark’s work is also an answer in the Trivial Pursuit™ home edition.

Learn more about Mark

We are happy to confirm Stephen Dewey as another outstanding speaker at the Audio Branding Congress 2011. He has collaborated with many luminaries such as Thomas Dolby, Hans Zimmer, Quincy Jones, Depeche Mode, and Michael Jackson, to name a few, on a diverse slate of projects, from blockbuster albums to theme park rides.

Learn more about Stephen

We are very delighted to announce another great speaker for the Audio Branding Congress 2011. Josh Rabinowitz is SVP/Director of Music for Grey Group and has produced 4000+ tracks for commercials internationally.

Learn more about Josh

Thank you very much for your numerous and very interesting submissions for the Audio Branding Award 2011. The cases will be presented on the Audio Branding Academy website soon. The selection of the cases to be presented at the Audio Branding Congress 2011 will be made by the Award Jury in September.

We are very pleased to present Martyn Ware as one of the outstanding speakers at the Audio Branding Congress 2011. Martyn formed The Human League in 1978, production company/label British Electric Foundation and Heaven 17 in 1980.  As record producer and artist he has featured on recordings totaling over 50 million sales worldwide – producing Tina Turner, Terence Trent D’Arby, Chaka Khan, Erasure, Marc Almond and Mavis Staples, etc.

Learn more

Don’t forget to submit your case studies for the Audio Branding Award until August 12!

Learn more about the Award

The  Audio Branding Academy is proud to announce the first speakers of the Audio Branding Congress 2011: Tapio Hakanen (Nokia, Finland) and Russ Jones (Condiment Junkie, UK).

Learn more

Don’t forget to submit your scientific papers on Audio Branding and Mobile Branding until August 31.

Learn more

Craig Stout completes the Audio Branding Award Jury. He is Senior Creative Director for Interbrand New York  and works with Fortune 100 companies to evolve and manage  their brands.

Learn more about all jury members

The selection of the Audio Branding Award Jury Members is almost completed. Confirmed jury members are John Groves, Martin Pazzani, John Deenen, Walter Werzowa and Dag Piper.

Learn more about the jury members

The Audio Branding Academy welcomes Charles Deenen as a  new member of the Audio Branding Award Jury. Charles  Deenen is Sr. Creative Director for Audio at Electronic Arts. In a career that has spanned more than twenty-five years, Charles Deenen has leant his hand to over 200 games, numerous films, and dozens of film trailers.

Learn more

This year the Audio Branding Congress becomes mobile and will be hosted at Columbia University in New York City on November 17th. “Stay Connected, Sound Global” is the motto of this year’s congress. The theme of the day will be mobile audio. Presentations and speakers will focus on audio branding for mobile devices, applications, and emerging digital media. Besides a call for best practice cases, there is again a call for scientific papers in the fields of Audio Branding and Mobile Branding. Best submissions will be presented as talk or as poster within a scientific forum.

Learn more

The Audio Branding Academy introduced the first ever Audio Branding Award, the only international award to recognize achievement in the growing field of audio branding. The award will be presented to the most impressive case study presented at the 2011 Audio Branding Congress, taking place November 17. The winning case study will be chosen by Congress attendees via popular vote.

Learn more

The Audio Branding Academy Yearbook 2010/2011 is published. It contains the proceedings of the Audio Branding Congress 2010. Presented are case studies of CNN International, Siemens, Audi, Unimed Rio (Brazilian health plan), DATEV (German software company) and the City of Amsterdam. Furthermore articles about multisensory branding & product design, sound worlds of future vehicles, contributions from a scientific Call for Papers, and a documentation of a branch study. Included is also an international directory of Audio Branding suppliers.

Learn more

We are thrilled to announce the 2011 Audio Branding Congress! Last year’s conference in Hamburg was an enormous success with over 100 in attendance for discussions about the future sound of automobiles and the multi-sensory product experience, as well as case study presentations for the audio brands of Audi and CNN International. This year the ABC becomes mobile and heads to the center of the advertising world, and will be hosted at Columbia University in New York City by industry forerunner Expansion Team.

Learn more

We’d like to inform you that the German Version of the Audio Branding Academy website will be discontinued for the sake of simplicity, clarity and consistency. From now on only the English version will be available. Please update your bookmarks, RSS feeds etc. in case of broken links. We apologize for any inconvenience and thank you for your understanding.

The Audio Branding Academy Team

***********

( ( ( ABA ) ) ) Webseite zukünftig nur auf Englisch

Aus Gründen der Vereinfachung, Klarheit und Einheitlichkeit wird es in Zukunft die Webseite der Audio Branding Academy nur noch als englische Version geben. Bitte aktualisieren Sie gegebenenfalls Ihre Bookmarks, RSS-Feeds etc.

Vielen Dank für Ihr Verständnis und entschuldigen sie etwaige Umstände.
Ihre Audio Branding Academy

“ Driven by Sound” – the motto of the Audio Branding Congress held in Hamburg on November 5th, 2010 attracted international branding and sound experts to Hamburg and made the city a temporary hub for brand sound. The congress took place in a full house at the venue “Dialogue in the Dark” in Hamburg’s Speicherstadt.

A highlight was the presentation of the branch studies “Audio Branding Barometer 2010”: 92, 3% of the respondents predicted a rise in demand for acoustic branding for the year 2011.

Learn more

In this episode we talk to John Groves. He is a composer, music producer, and consultant on the use of sound in corporate communications. John Groves is one of the most successful composers of music in advertising and communications and a pioneer of Sound Branding. Together with Claus Fesel from DATEV, he will give insight into the conception of DATEV’s Corporate Sound.

We are pleased to present Claus Fesel as one of the more than 20 speakers of this convention.
He is Head of Central Marketing at DATEV in Nuremberg where he is responsible for internal and external communication, fairs, and events. Together with the composer John Groves is here today to provide insight into the conception of the Corporate Sound of DATEV.

One of the more than 20 speakers of the Audio Branding Congress on 5th of November is Dr. Gianpaolo D’Amico. He is researcher at the Media Integration and Communication Center at the University of Florence in Italy. He also works as a consultant for the sound communication & acoustic design agency Lorelei. Together with his colleague Sara Lenzi and Dr. Jorge Seco from FIAMM he will talk about the “Sound for Electric Vehicles“.