Soundbranding the new need. Soundbranding in spaces and places. Soundbranding - A paradigme shift

Transcription

1 Soundbranding the new need Perception and Sensory Integration Soundbranding in spaces and places Soundbranding - A paradigme shift 1

2 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

3 Disneyland - Paris - Hong Kong - Florida - California Audio Management A/S tlf Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode br@soundbranding.com Vesterbrogade 24 B, København V, Denmark Ulrik With Andersen uwa@soundbranding.com 3

4 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 first 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. Twothirds 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, Audio Management A/S tlf Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode br@soundbranding.com Vesterbrogade 24 B, København V, Denmark Ulrik With Andersen uwa@soundbranding.com 4

5 Liverpool The Beatles - The Mercey Beat - The British Invasion Audio Management A/S tlf Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode br@soundbranding.com Vesterbrogade 24 B, København V, Denmark Ulrik With Andersen uwa@soundbranding.com 5

6 Songs about places New York, New York Wonderful, wonderful Copenhagen 6

7 National Anthem 7

8 Perfect place - and productbranding Basilica di San Pietro in Vaticano Mihrab, Moskea, Cairo Big Ben Audio Management A/S tlf Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode br@soundbranding.com Vesterbrogade 24 B, København V, Denmark Ulrik With Andersen uwa@soundbranding.com 8

9 A Paradigme Shift Audio Management A/S was the first 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 personality 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 benefits 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

10 Touchpoints Retail Offices Conferences Spaces & Places Events Audio Corporate Identity TV Corporate Film Cinema Merchandise DVD CD-Rom Download Radio Telephone hold Product Web Desktop Mobile devices

11 Step by step SoundIdentity Step by Step SoundIdentity Audit full audit and recommendations SoundIdentity Platform!"#$"!%&$!%!"'()*+"!%*$%(,-./"0"%+)&$!% guidelines SoundIdentity Audio Design Audio elements created. Audio Corporate Identity Complete Corporate Identity Manual Optimization, adjusting and development Think - Design - Do 1) Analyses 2) Qualification of designelements 3) Design 4) Implimentation Identification of existing soundbranding performance. Identification of the brand value of existing sound Identification of maximizing brand performance by implementation of soundbranding. Identification of Stakeholder value Identification of Organisation value Cost efficiency improvement on copyrights; existing presentation movies, commercials, banneradds etc. 11

12 soundbranding.com soundbranding.com contact: Birgitte Rode Founder, Creative Director