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SOUND BRANDING
Guests
Cyrille Murard – Founder – Capital Music
Guest: Elsie Obadia – Sound Designer – O+CO
Host
Bernadette Martin – Founder - Visibility Branding
December 3, 2008
What is Sensory Branding
Sight
Touch
Taste
Smell
Sound
What is a Brand
Benjamin Franklin
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”
Future of Brand Building
• Multi-Sensory Model:
– Transition from TWO sensory appeal to
multi-sensory synergetic appea
Sound Logo
Short 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 Music
COCA COLA Brand Music: http://fr.youtube.com/watch?v=lgayORZ0CTY
Sound Signature
Sound, sequence, voice, word…
Everything recognized and associated with a brand accoustically
Benefits of a good sound environment
Sound branding is a way of being understood
Sound branding:
Sound logos, made to measure music,
sound charters…
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
TV
The elements of a good musical spot
• Attracts Attention
• Visual
• Well conceived
• Creates Emotion
• Correspond to the target’s tastes
Peugeot Spot:
http://www.steekr.com/n/50-2/share/LNK7580493573617985b/
WEB
Case Studies: Web sound branding
Brand Study
Creation
Technical
What makes a successful sound
identity?
Perceived as Distinct
Understandable, clear, represents the
personality of the brand
Memorable
Associated with the brand
What is the process used by
Capital Music
MARKETING
MUSICAL CREATION
QUESTIONS
The emotional climates of music according to the musical elements
(BRUNER on 1990)