Presentation at the Audio Branding Congress in New York on November 17, 2011.
Abstract from Tapio Hakanen:
Nokia Tune was first introduced as the default ringtone in Nokia devices in 1994 and thus began audio branding at Nokia. This talk will take us through the evolution of Nokia’s various audio brand assets. I’ll also discuss the current design methods that are in place for creating and updating them. I will present what goes into creating a holistic sound experience within a mobile OS, how we test the sounds and what kind of cultural aspects we need to consider. I will also explore some of the brand thinking behind Nokia’s audio identity and how we have engaged people in co-creating branded audio with us.