Monthly Archives: November 2010

audio branding: a discipline

Recently, a graduate student in pursuit of her Ph.D. in Psychology of Music contacted me for an interview. As we spoke, I referred to the development of audio branding as a “discipline.” When we circled back around for more questions, Alison inquired about my choice of words.

We are understanding more and more the importance of “using our heads” – looking to science to help us move towards more predictable results from the sonic connections we seek to make between brands and brand users.

“What do you mean by ‘discipline’?” she asked.

I replied that, from my perspective, the development of audio branding over the last ten years resembles the evolution of Psychology. Originally the domain of philosophers, Psychology would eventually come into its own as an accepted “discipline” – a branch of instruction and learning with clearly defined systems, paradigms and best practices.

Continue reading

life’s for audio branding

In my previous blog post, I presented an example of what can happen when you fail to consider the sonic space your brand occupies.

Telekom connects the sonic dots with an integrated strategy that serves as a good case study of audio branding best practices.

So what about an example of audio branding “done right?”

Recently, Telekom (the German equivalent of T-mobile) launched a new campaign for the German market: “Million Voices (7 seconds).” Telekom connects the sonic dots with an integrated strategy that serves as a good case study of audio branding best practices: enhancing equity, fostering customer engagement, integrating a variety of sonic touchpoints, aligning with brand values and conveying authenticity.

Continue reading