Presentation at the Audio Branding Congress in New York on November 17, 2011.
Abstract from Paul Kalbfleisch:
Music can be used as an audio signature for brands. A unique expression that complements a logo. But, music is much more powerful than that – it stirs deep universal emotions within humans and unites/defines sub cultures within society. Those are goals also held by many of today’s brands yet examples of epic music being leveraged by brands are few and far between. Paul Kalbfleisch, former VP of Branding and Creativity for BlackBerry discusses this broad topic and provides examples of how epic music can be used as brand anthems.