Tag Archives: sound branding

The Difference Between Sound Branding And Music Marketing

Jesper Ramsgaard from SenseLab has done a fine primer on the difference between music marketing and sound brading:
 

As sound branding is a relatively new branding discipline there are ongoing discussions of what can rightly be named sound branding opposed to music marketing and isolated commercials using a catchy tune.
This article describes our classification of two different approaches.

 
Read the full post here


Posted by Asbjoern on March 3, 2014 - Contact



Category Branding,Sound logo Tags ,

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The Future Of Sound Branding – With Martyn Ware

An interesting talk by Martyn Ware on the future of sound branding, from the Audio Branding Academy conference:
 


Posted by Asbjoern on January 22, 2014 - Contact



Category Branding,Sound logo Tags ,

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The 10 strongest sound logos in the world right now

I’ve worked closely with the Nokia audio team on the sound branding for their Lumia and Asha ranges.
 
And I’m proud to report that the Audio Branding Academy has chosen Nokia as one of Top 10 Audio Brands in the world!
 
More about the Nokia sound brand here.


Posted by Asbjoern on December 10, 2013 - Contact



Category Branding,Logo Sound Tags , ,

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Food for thought: Sound logos and on-hold services

sound logos telephone systems

 
If you’re using pre-recorded messages when your customers call your company, make your sound logo the first thing they hear. As with radio and podcasts, your audience does not have any visual branding to relate to, so your sound takes center stage.
 
One thing to keep in mind, though, is that you should be careful about using it in a negative context.
 
An example could be technical support: People are often frustrated and upset when they resort to calling up technical support, and you might want to think twice about associating your sound logo with that negative scenario.
 
But if you think about the context – and from a general sound branding perspective-, it’s a valuable place to use your sound logo asset and reinforce it as your sound.


Posted by Asbjoern on August 5, 2013 - Contact



Category Sound logo Tags , , , ,

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Using your sound logo in television advertising

Integrating your sound logo into your television advertising is a great way of cementing it as your sound to your target audience.
 
In general, the benefits to having your sound logo go along with your television adverts are many:
 
1. Using your sound logo along with your visual branding engages both the sense of sight and sense of hearing with your target audience
 
2. It ensures recognition even when the viewer isn’t directly paying attention to your advert. Your brand sound is also being broadcast to those who are not actively watching your advert.
 
3. It’s a great platform for establishing your brand sound, making it recognizable on other mediums as well.
 
4. Once your sound logo has been properly established with your target audience, you can run spots without any clear visual branding, and use remixes of your sound logo – while retaining its core elements – throughout your spot to drop aural clues about your brand.
 
When launching your sound logo, consider having your company name or tagline spoken alongside with it to strengthen the connection between your brand and the sound logo. In time, you can phase out the spoken segment once the sound logo has become established as your signature sound.


Posted by Asbjoern on April 26, 2013 - Contact



Category Sound logo Tags , , , , ,

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Great new sound logos for 2013

 
Hello 2013! Just came across a few new sound logos that could work great for openers, reveals and intros.
 
Check them out below, and click the black BUY to go to the licensing page for the given track:
 


Posted by Asbjoern on January 16, 2013 - Contact



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Here is how you can use music to promote your content

Music is a powerful tool to have in your marketing toolbox – but how exactly can you use it to promote your content, set the tone and get your message across?
 
I’ve written a guest post on just that over at publicity expert Joan Stewart’s blog, The Publicity Hound.
 

When you’re compiling your marketing or promo material, my guess is that finding some great music isn’t at the top of your to-do list. I’m a composer myself, and I know from experience that music is very often added at the very last minute. Sometimes almost as an afterthought.
 
And that’s a real shame, because music is an incredibly powerful tool to make your message heard.
 
In the following I’ll give you some ideas on how it can really enhance your promotional materials.

 
In the post, I’m sharing tips on how you can use music and sound logos to great effect in your videos, presentations and seminars, on your website, in podcasts – and how you can use it to build your personal brand.
 
Read the full guest post on using music in your marketing here!


Posted by Asbjoern on December 10, 2012 - Contact



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Audio Branding: Philips Explores the Sound of Creation

An interesting look at how Philips is approaching sound branding:
 

The stewards of the Philips brand are “obsessed” with sound, and are hoping to answer the question, “Does creativity have a sound? And if so, what would it be?”
 
Cue “The Sound of Creation,” an interactive musical story and digital experience that’s playing out on the Philips Sound Facebook page and on a microsite. The project follows on from the brand’s 2011 “Hear every detail” interactive music project, and showcases the acoustic design and craftsmanship of the Philips Fidelio product range with a nine-part story.

 


 
Read the full article on sound branding at Philips here


Posted by Asbjoern on November 12, 2012 - Contact



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When A Sound Is Worth A Thousand Words

The Wall Street Journal takes a look at product sound design and sound branding in this fine video.
 

More companies are discovering that the sound a product makes can convey subtle information about its quality and influence purchasing decisions. WSJ’s Ellen Byron reports.

 


 
(I just wish they’d tone that funky music down a notch.. :) )
 


Posted by Asbjoern on November 5, 2012 - Contact



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Looking for sound for your project? Do not rely on keywords to get what you want


If you’re looking for sound for your project – be it music or a sound logo – you’ll often describe what you’re looking for with keywords. But you could end up missing the mark entirely if you just rely on those keywords to getting you the right sound.
 
I’ve written a guide on why they don’t work on their own, and what you should do to get the sound you want:
 

A recent music competition really hammered home why references are critical in getting the sound you’re after.
 
In the design brief for the competition, the client outlined what they wanted and gave the following keywords for what the project – and thus, the music – was going to be like:
 
Stylish, laid-back, cool, beautiful, funny, seductive, chill, modern, gripping, possibly a little provocative, adventurous, brave, trendy and spellbinding
 
That’s quite a handful!
 
There were more than 600 entries in the competition, with many composers struggling to meet the client’s requirements.
 
And the end result: Around 500 out of the 600 entries were deemed not to fit the brief.

 
Read on to find out what you need to do to find the right sound for your project here.


Posted by Asbjoern on November 2, 2012 - Contact



Category Sound logo Tags , , , , , ,

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