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VISIBILITY BRANDING WEBINAR

SOUND BRANDING
Guests
Cyrille Murard – Founder – Capital Music
Guest: Elsie Obadia – Sound Designer – O+CO

Host
Bernadette Martin – Founder - Visibility Branding

December 3, 2008
What is Sensory Branding

Sight
Touch
Taste
Smell
Sound
What is a Brand

A Bundle (accumulation) of Experiences
(touch points) that are

Emotional, Rational and Sensory
“Tell me and I'll forget, show me and I might
remember. Involve me and I'll understand”

Benjamin Franklin
Why build a Sensory Brand Platform?
• Increase in Noise and Clutter
• Consumers more receptive when
operating on all FIVE senses
• Builds Brand Equity
• Avoid brand “bland”
• Consumers “zapping out”
Future of Brand Building
• Multi-Sensory Model:
– Transition from TWO sensory appeal to
multi-sensory synergetic appea

More than 40% of Fortune 500 companies
have a sensory branding strategy in their
marketing plan
What is Sound Branding

• Art of using sound as a strategic
communication tool
• Use of affective and emotional functions
of music
• Musical expression of a brand
Types of Sound Branding

 Sound Logo
Short distinctive jingle or melody or other sequence of sound, usually positioned at
the beginning or end of a commercial. Considered the acoustic equivalent of a visual logo.
INTEL Sound logo: http://fr.youtube.com/watch?v=QRLyMjvug1M

 Brand Music
COCA COLA Brand Music: http://fr.youtube.com/watch?v=lgayORZ0CTY

 Sound Signature
Sound, sequence, voice, word…
Everything recognized and associated with a brand accoustically
Benefits of a good sound environment
Sound branding is a way of being understood

 Conveys the brand’s values

 Explains and strengthens the brand’s positionning

 Articulates the features, benefits and strengths of
product/services
SOUND UNIVERSE
WEB & Multimedia ADVERTISING
Website TV, Radio
Product videos… Promotional movies

Sound branding:
Sound logos, made to measure music,
sound charters…

TELEPHONY EVENTS & SPACES
Telephone waiting, Conventions, launchings…
voice mail … Shops, spaces of sale…
SNCF
A perfect global communication

Logo:
http://fr.youtube.com/watch?v=5de914AA9To&feature=related

Telephony:
http://www.dailymotion.com/video/x3hjmc_attente-telephonique_fun

TV Spot:
http://fr.youtube.com/watch?v=XLgxIJ4PjOg&feature=related
TV
The elements of a good musical spot

• Attracts Attention
• Visual
• Well conceived
• Creates Emotion
• Correspond to the target’s tastes

Peugeot Spot:
http://www.steekr.com/n/50-2/share/LNK7580493573617985b/
WEB
Case Studies: Web sound branding

VAN CLEEF &ARPELS: www.vancleef-arpels.com

Groupe CARRERE: http://www.groupe-carrere.com/
TELEPHONY

Societe Generale: Call waiting sound brand
http://www.steekr.com/n/50-2/share/LNK5673493573d2a1c2a/

VIDEOS, CORPORATE MOVIES

Issey Miyaké: Video product
http://www.steekr.com/n/50-2/share/LNK4247493573a8e2561/
What is the process to determine a
SIGNATURE brand sound?

 Brand Study

 Creation

 Technical
What makes a successful sound
identity?

 Perceived as Distinct
 Understandable, clear, represents the
personality of the brand
 Memorable
 Associated with the brand
What is the process used by
Capital Music

 MARKETING

 MUSICAL CREATION
 QUESTIONS
The emotional climates of music according to the musical elements
(BRUNER on 1990)

ELEMENT Sadness Gaiety Serenity Fear Excitation Seriousness

Mode Minor Major Major Minor Major Major

Tempo Slow Fast Slow Slow Fast Slow

Tonality Low High Medium Low Medium Low

Rythm Hard Smooth Smooth Irregular Irregular Hard

Harmony Consonant Consonant Consonant Dissonant Dissonant Consonant

Volume Medium Medium Low Various Loud Medium