�ݺ�ߣ

Soundbranding ��the new need��

Perception and Sensory Integration

Soundbranding in spaces and places

Soundbranding - A paradigme shift

Audio?Management?A/S???www.soundbranding.com???tlf.?+?45?39?40?64?60
Kirkegaardsgade?3,?9000?Aalborg,?Denmark?Birgitte?Rode?+45?40?36?64?62???br@soundbranding.com?
Vesterbrogade?24?B,?2.?1620?K?benhavn?V,?Denmark???Ulrik?With?Andersen?+45?50?94?10?03???uwa@soundbranding.com
1

Perception and Sensory Integration

The unborn child is exposed to sound from the 28.th week of the
pregnancy.
Sound is part of the instincts, and it is percieved both through the body
and the ear.

Preferences of sound is based on age, gender, social, cultural,
national and religious connotations and identity

Sound is influencing emotions directly. Emotions are not controlled by
the rationel part of the brain.
Sound creates reflective physical reactions like: goose bumps, tears,
stresses the system.

2

Disneyland - Paris - Hong Kong - Florida - California

3

Bayreuth Opera Festival - Richard Wagner - Hitler - The Allied - festival since 1876

Wagner's Festival ideal was closely bound up with the genesis of his principal work,

Der Ring des Nibelungen, each element in the equation fructifying the other. It was

on 14 September 1850 that Wagner first sketched out the idea of a festival. It was

under the Third Reich that the festival made its ?rst break from tradition, abandoning

the deteriorating 19th century sets created by Richard Wagner. Many protested the

changes. Hitler approved of the changes, During the war, the festival was turned over

to the Nazi party, which continued to sponsor operas for wounded soldiers. The

soldiers were forced to attend lectures on Wagner before the performances. Two-

thirds of the town of Bayreuth was destroyed by Allied bombing, though the theatre

itself was undamaged. During American occupation of the region after World War II,

the theatre was used for army recreation and religious services for American

soldiers. Only popular concerts and mixed entertainment were allowed: comedy,

dancing, acrobatics, and then only Die Fledermaus was staged. In 1946 the Festival

House was handed over to the city of Bayreuth,. Talks about reopening of the

Wagnerian Festival started. Finally it reopened with the performance of Beethoven's

9th Symphony on July 29, 1951, followed by the first post-war premiere of Wagner's

opera,


4

Liverpool The Beatles - The Mercey Beat - The British Invasion

5

Songs about places

New York, New York Wonderful, wonderful Copenhagen

6

National Anthem

7

Perfect place - and productbranding

Basilica di San Pietro in Vaticano

Mihrab, Moskea, Cairo

Big Ben

8

A Paradigme Shift

Audio Management A/S was the ?rst company to adress sound branding as a strategic design tool on a corporate level. ?

Since the birth of radio and TV as mass media, we have seen the rise of many new mass media the latest being the
smart phone where the screen size alone begs for a clever use of sound, voice and music.?

In the past, businesses have used sound primarily as an entertainment added value without harvesting the huge
potential sound has for building and maintaining emotional brand relationships. Sound i?s rapidly being adressed and
used as a design element on equal basis with visual design, bacause the methology is both proven and practical.

The shift to electronic channels of marketing has made the need for a strategic approach to?sound branding absolutely
nescessary if the brand is to survive.?Today corporate BRANDs is facing 'a new need' - to express the brand persona-
lity on all?electronic medias.?The shift to electronic channels of marketing has made the need for a strategic approach
to?sound branding absolutely nescessary if the brand is to survive.? Today corporate BRANDs is facing 'a new need' ?-
to express the brand personality on all?electronic medias.?

New needs, new behavior?
A growing number of marketers are adressing the big bene?ts of using audio as a design tool.?They use music and
sound as an integrated, planned, strategic communication tool rather than a non planned afterthought when
implementing.
?
These marketers are creating the new discipline of sound brand identity and realizing a new area of competitive
??
advantage because sound design is the ultimate way to sets the stage for brands and engage the target group
emotionally in your brand.

9

Touchpoints

Retail
Offices TV
Conferences Audio Corporate Film
Spaces & Places
Events
Corporate Cinema

Identity?

Merchandise
DVD
Radio
CD-Rom
Download

Web
Desktop
Telephone hold
Mobile devices
Product


Step by step

SoundIdentity????Step?by?Step Think - Design - Do
1) Analyses
2) Qualification of designelements
SoundIdentity????Audit 3) Design
full?audit?and?recommendations? ?
4) Implimentation
Identification of existing soundbranding
SoundIdentity????Platform
!"#$"!%&$!%!"'()*+"!%*$%(,-./"0"%+)&$!% performance.
guidelines
Identification of the brand value of
existing sound
SoundIdentity????Audio?Design?
Audio?elements?created. Identification of maximizing brand
performance by implementation of
Audio?Corporate?Identity??
soundbranding.
Complete?Corporate?Identity?Manual
Identification of Stakeholder value
Identification of Organisation value
Optimization,?adjusting?and?development
Cost efficiency improvement on
copyrights; existing presentation
movies, commercials, banneradds etc.

11

soundbranding.com

soundbranding.com
contact:
Birgitte Rode
Founder, Creative Director

br@soundbranding.com
+45 40 36 64 62

12

�ݺ�ߣ

Spacebranding 2009.Key 1

More Related Content

Spacebranding 2009.Key 1