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28.04.2012
Audio Branding Academy Yearbook 2011/2012
Building off the past two years of growing international interest,
the 2011 Audio Branding Congress made the leap from Hamburg, Germany to
New York City. The congress was held at Columbia University's Faculty
House on November 17, 2011.
The motto of the congress was “Stay
Connected – Sound Global.” Setting this motto, it was important to
stress this new phase of the activities of the Audio Branding Academy –
leaving Hamburg to become even more international – to sound global.
“Stay Connected – Sound Global” also refers to the new developments and
future prospects of building brands on mobile devices and apps by using
sound.
This Yearbook contains articles about the Audio Branding
Congress 2011 and its presentations. Included are impressive
jury-selected award case studies (Swiss financial company UBS, the city
of Vienna, Brazilian pharmaceutical manufacturer Airela, Brazilian water
company Sabesp), contributions from the scientific Call for Papers
2011, and a comprehensive documentation of the branch study Audio
Branding Barometer 2011. Additionally, an International Directory of
Audio Branding suppliers is included.
Order a copy
22.11.2011
Audio Branding Congress 2011 Report
The third Audio Branding Congress took place in a full house at Columbia University New York City on
November 17th. With this year’s motto “Stay Connected, Sound Global” the congress focused on new prospects
of building brands on mobile devices by using sound. Highlighting the event was the distribution of
the
first Audio Branding Award, for which the audio consulting group was selected in creating the corporate
sound of financial services company UBS.
Learn More...
31.05.2011
Audio Branding Award 2011
The Audio Branding Academy introduced the first ever Audio Branding Award, the only international award
to recognize achievement in the growing field of audio branding. The award will be presented to the
most
impressive case study presented at the 2011 Audio Branding Congress, taking place November 17. The winning
case study will be chosen by Congress attendees via popular vote.
Learn More...
19.04.2011
Audio Branding Academy Yearbook 2010/2011
After making its voice heard with its first international congress for acoustic brand communication
in 2009, the Audio Branding Academy presented the second Audio Branding Congress in 2010. With the motto
Driven by Sound, the congress provided insights to strategic and acoustic designing of brands and products.
In over 15 lectures, international sound and brand experts as well as scientists presented their results.
This Yearbook contains the proceedings of the Audio Branding Congress. Presented are case studies of
CNN International, Siemens, Audi, Unimed Rio (Brazilian health plan), DATEV (German software company)
and the City of Amsterdam. Furthermore articles about multisensory branding & product design, sound
worlds
of future vehicles, contributions from a scientific Call for Papers, and a documentation of a branch
study.
Included is also an international directory of Audio Branding suppliers.
Among the authors are acclaimed experts like Prof. Dr. Charles Spence (University of Oxford), Prof.
Dr.
Thorsten Teichert (University of Hamburg), Prof. Dr. Manfred Kirchgeorg (HHL – Leipzig Graduate School
of Management), Jürgen Barthel (Siemens), Dr. Nick Zacharov (DELTA SenseLab, Denmark), Dr. Gianpaolo
D’Amico
(University of Firenze).
Learn More...
04.04.2011
Audio Branding Congress 2011 in New York
The Audio Branding Academy is thrilled to announce the 2011 Audio Branding Congress! Last year’s conference
in Hamburg was
an enormous success with over 100 in attendance for discussions about the future sound of automobiles
and the multi-sensory product experience, as well as case study presentations for the audio brands of
Audi and CNN International. This year the ABC becomes mobile and heads to the center of the advertising
world, and will be hosted at Columbia University in New York City by industry forerunner Expansion Team.
“Stay Connected, Sound Global” is the motto of this year’s congress. The theme of the day will be mobile
audio; presentations and speakers will focus on audio branding for mobile devices, applications, and
emerging
digital media. And based on feedback from last year we’re putting more emphasis on case study presentations;
this year Congress participants will be asked to vote on the most impressive case study and the winner
will receive the premiere Audio Branding Award. With a larger reach and larger venue, ABC 2011 truly
will
connect more minds from more disciplines than ever before.
Learn More...
08.11.2010
( ( ( Audio Branding Congress 2010 ) ) ) – Experts forecast a rosy future for the branch
“Driven by Sound” – the motto of the Audio Branding Congress held in Hamburg on November 5th, 2010
attracted international branding and sound experts to Hamburg and made the city a temporary hub for
brand sound.
The congress took place in a full house at the venue “Dialogue in the Dark” in Hamburg’s Speicherstadt.
A highlight was the presentation of the branch studies “Audio Branding Barometer 2010”: 92, 3% of the
respondents predicted a rise in demand for acoustic branding for the year 2011.
Learn More...
10.06.2010
Call for Cases: Audio Branding and Music Marketing
““This congress will change our industry for ever!” were the opening words of sound expert Julian Treasure’s
presentation at the Audio Branding Congress 2009 in Hamburg. Treasure was right. What used to be a fragmented
domain of pioneers and lone fighters for audio branding, is now growing together.
The story now continues: On November 5th 2010 the Audio Branding Academy is organizing the second Audio
Branding Congress in Hamburg. Besides a call for papers, this time there will be an official call for
best practice cases in the field of audio branding and music marketing.
Brands and agencies can submit their proposals until July 30th 2010. The most interesting cases will
be presented on the website of the Audio Branding Academy to let the public vote on them. Cases which
received the most votes will be presented at the Audio Branding Congress 2010, and published in the
Audio
Branding Academy Yearbook.
Cases presented by both a representative of the brand and an agency representative will be preferred
(it has been shown that in the presence of agency and brand representatives the most interesting discussions
between audience and speakers evolve).
More...
02.06.2010
Audio Branding Academy Yearbook 2009/2010 published
In November 2009 the first international Audio Branding Congress took place in Hamburg, Germany, and
brought together audio branding experts and interested people from all over the world. This event was
a great success and marked a turning point for the heretofore highly fragmented audio branding industry.
We are glad to announce that the Audio Branding Academy Yearbook 2009/2010 is now published. It contains
the proceedings of the Audio Branding Congress and includes articles about the congress and its presentations.
Moreover, participants of the Congress panel discussion describe their experiences in the audio branding
industry and highlight certain aspects that are of particular importance.
Among the authors are luminaries like John Groves (Groves Sound Communications), Prof. Carl-Frank Westermann
(MetaDesign/University of the Arts, Berlin), Ruth Simmons (soundlounge), Julian Treasure (author of
the
book Sound Business), and Walter Werzowa (Musikvergnuegen). Additionally, the Audio Branding Academy
Yearbook
includes an international directory of audio branding suppliers.
This year will mark the second Audio Branding Congress. After very positive feedback for the congress
in 2009 and raising international awareness throughout the industry, in 2010 there will be an even extended
lecture program. The final program and speakers will be announced within the coming weeks.
Extract of the Yearbook
Buy Yearbook
09.12.2009
First international Audio Branding Congress 2009 was a great success
By organizing the first international congress for acoustic brand communication, the Audio Branding
Academy brought together audio branding experts and interested people from all over the world on November
14th, 2009.
Internationally acclaimed experts from practice and science like the British musicologist Prof. Dr.
Adrian
North (Heriot-Watt University, Edinburgh), the composer of the Intel audio logo, Walter Werzowa from
Hollywood
or expert for neuromarketing Dr. Hans-Georg Häusel presented new insights, innovative approaches, proven
methods of audio branding and best practice cases.ovative approaches, proven methods
of audio branding and best practice cases will be presented and discussed. More
information
20.08.2009
First international Audio Branding Congress
The
Audio Branding Academy starts its activities
by organizing the first international expert congress for acoustic brand communication in the rooms of
the „Dialogue in the Dark“ in Hamburg, Germany on the 14th November 2009. It is the first event where
audio branding experts and interested people from all over the world will meet to discuss latest trends
and exchange information about this new emerging discipline of audio branding. Internationally acclaimed
experts from practice and science like the British musicologist Prof. Dr. Adrian North (Heriot-Watt University,
Edinburgh) or the composer of the Intel audio logo, Walter Werzowa from Hollywood will be only two of
the speakers. Fascinating facts and inspiring showcases: New insights, innovative approaches, proven methods
of audio branding and best practice cases will be presented and discussed. More
information
Audio Branding Congress 2009
14. November, 9:00 am – 10:00 pm
At Dialog im Dunkeln
Alter Wandrahm 4
20457 Hamburg, Germany
14.05.2009
First international compilation book on Audio Branding
 “Audio Branding. Brands, Sound and Communication” is the first international compilation on the
topic of Audio Branding. The articles in this book deal with functions of sound, the basics and principles
of brand communication and Audio Branding, multi-sensory aspects of brand communication and legal matters
concerning sound marks, among others. In case studies on projects with international brands, leading experts
provide insight into what Audio Branding actually means in practice. This compilation is based on the
German publication Audio-Branding that was released in 2007.
Audio Branding, also known as Sound Branding or Sonic Branding, describes brand communication through
sound, using brand soundelements like an audio logo, a brand song or a brand voice. So far, brands have
spent a lot of time and money on visual branding while sound hasn’t been treated as a brand element
that
needs to be designed.The emerging of new media and devices with built-in audio delivery, such as podcasts,
audiobooks, smartphones, expands the opportunities for Audio Branding but also increases the risks of
causing noise pollution and a sonic mess. Consequently, the use of sound in brand communication demands
careful attention.
For further information:
audio-branding.info.
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