demystifying sonic branding and identity
DESCRIPTION
What do we know about sound? What don't we know about sound? How can we better leverage sound as a tool for valuable customer experiences? Noel Franus and Martyn Ware of Sonic ID simplify the concepts of "sonic branding" and "audio identity" for the DMI Synergy Conference in Cincinnati, June 2008.TRANSCRIPT
Demystifying Sonic Branding and Identity
Noel Franus, Sonic ID USMartyn Ware, Sonic ID UK
DMI Synergy Conference, Cincinnati
We create identities, music and experiences in sound to transform brands.
What do we understand about sound?
What do we understand about sound?
What don’t we understand about sound?
Sound is ubiquitous.
Sound shapes our thoughts and actions.
Sound is emotion.
“Our neuroimaging studies show amygdala activation to music...repetition, when done skillfully by a master composer, is emotionally satisfying to our brains, and makes the listening experience as pleasurable as it is.”
Daniel Levitin
Sound is transformative.
“Music doesn’t represent any tangible, earthly reality.It represents things of the heart, feelings which are beyond description, beyond any experience one has had. The feeling of the holy, the sacred, the wonderful, the mystical...is conveyed very powerfully in music.”
Oliver Sacks
How can we leverage the power of sound for valuable brand experiences?
Sonic branding and identity?
The intentional use of music, sound, voice and silence to create rational and emotional connections between people and organizations.
We’ve audited hundreds of brands and their sounds...
Identification
1
Articulation
2
Information
3
Enable participation
4
100remixes
1.5million views
Unification
5
93%
Larry Light, McDonald’s
“We’re not advertising any more...what we have increased substantially is the effectiveness...when you increase relevance, it sticks in people’s minds.”
Engagement*
The world’s largest ever 3D SonicImaging soundfield - Sound OasisEsplanade de Belles Artes, Mexico City June 2006
The British Pavilion,XX Venice Architectural Biennale
September - November 2006Echo Cities
Rome Reborn 1.0Seven years in the making...Every building in ancient Rome reconstructed and navigable in three dimensionsUniversity of Virginia collaboration with 3D soundscapes by lllustriouswork starts October 2007
Illustrious immersive sound concept
Recreating the sound of the Colosseum using 3D SonicImaging sound
Breathing Trees - sound and light installation with CreatmospherePotter’s Field, South Bank, London February 2008
Soundlife Of London - Leicester Square, London Spring 2008
Sensory Theatre Environment for disabled/autistic children
Threeways SchoolBath, EnglandOpens September 2007
Immersive ‘5-sense’ branding experience Launch Kenzo’s new male fragrance ‘Tokyo’
Kenzo, Paris May 2007
Galleries Lafayette
GREEN HUMAN ENERGY INNOVATION PARTNERSHIP PERFORMANCE PROGRESSIVE
• BP’s Helios awards
• Brand attributes as an anchor for BP’s sonic identity
• Palette as a guide for additional brand communications
Core values come to life
• UK’s first direct bank (via phone) • Passionate customer base• Design research led the way• Thematics created as a platform for brand-based audio
(Podcasts, advertising, web palettes, music on hold)
Banking on brand immersion
The future? We will...
1. Use sound as a forethought.2. Use sound as a meaningful
articulation of our brands’ core values.3. Use sound as a means of solving
problems.4. Move beyond the logo to address
multiple needs and markets.5. We will (gasp!) standardize.
“Light and sound arguably do at least as much as space, form and texture to evoke an emotional response to a design... great design should encompass all of this, so let's give it more credence.”
Lynda Relph-Knight, Design Week
“Marketers that don't understand the power of music will simply be left behind.”
Mary Dillon, McDonald’s CMO
Thank you!web: sonicid.comblog: intentionalaudio.com
Noel FranusMartyn Ware