Podcasts
International Sound Awards 2017
No. 94 – 7th of June 2017
In this podcast, ISA2017 jury member Herwig Kusatz lets us know about his relation to sound.
No. 93 – 30th of May 2017
Hear in this podcast what ISA2017 jury member Steffen Holly has to say about his relation to sound and the International Sound Awards.
No. 92 – 26th of May 2017
In this podcast, ISA2017 jury member Daniel Hug talks about the sound of everyday life products and the relevance of sound thinking among others.
No. 91 – 18th of May 2017
Besides her expertise in sound and radio, jury member of ISA2107, Emma Rodero, is a specialist in the field of voice. Hear what she has to tell us about her background and expertise and her passion.
Academy Day 2016
No. 90 – 18th of July 2016
Sound of E-Mobility. What if your Porsche has no sound anymore? is the title of the workshop Dr. Markus Bodden will give at Academy Day 2016 in September. Let us hear what Markus has to say about the Sound of E-Mobility.
No. 89 – 28th of June 2016
Daniel Hug will give a workshop on Academy Day titled ‘Designing Interactive Sonic Identities: Potentials, Challenges, Methods‘. In this podcast Daniel tells us why the workshop covers important aspects with regard to sonic interaction design and audio branding and what attendees of the workshop will learn.
Audio Branding Awards 2015
No. 88 – 28th of April 2015
Fruttare was selected by the Award Jury as Best Practice Case 2015 and will compete for the GOLD, SIlVER, BRONZE and the AUDIENCE Award at the Audio Branding Awards 2015.
Let’s hear what makes the Fruttare case special:
No. 87 – 22nd of April 2015
HUGO BOSS was selected by the Award Jury as Best Practice Case 2015 and will compete for the GOLD, SIlVER, BRONZE and the AUDIENCE Award at the Audio Branding Awards 2015.
In this podcast we learn more about the project:
No. 86 -13th of April 2015
French Open was selected by the Award Jury as Best Practice Case 2015 and will compete for the GOLD, SIlVER, BRONZE and the AUDIENCE Award at the Audio Branding Awards 2015.
Hear what Michael Boumendil says about the case:
No. 85 – 7th of April 2015
Åhléns City was selected by the Award Jury as Best Practice Case 2015 and will compete for the GOLD, SIlVER, BRONZE and the AUDIENCE Award at the Audio Branding Awards 2015.
Malin Isberg and colleagues tell us more about the case and what makes it special:
No. 84 – 25th of March 2015
‘KLM Sonic Branding’ was selected by the Award Jury as Best Practice Case 2015 and will compete for the GOLD, SIlVER, BRONZE and the AUDIENCE Award at the Audio Branding Awards 2015.
Let’s hear what Michiel Cremers and his colleague Tommy Zee say about the case:
No. 83 – 23th of March 2015
‘Wiener Linien Sound Branding’ was selected by the Award Jury as Best Practice Case 2015 and will compete for the GOLD, SIlVER, BRONZE and the AUDIENCE Award at the Audio Branding Awards 2015.
In this podcast Herwig Kusatz and Alexander Wodrich talk about the case that they will present on Award Day in Berlin.
No. 82 – 26th of January 2015
With years of experience in leading positions within the retail, media and PR industry Anna Kind joined Radja Sound Design Agency in 2011. Previous positions had taken her from Escada and Cerruti to the production department at Canal+, and not to forget the years she spent as a music journalist and the role she played for the German Eurodance project Culture Beat in the 90s. Anna has been involved in operating and developing Radja, an award-winning audio branding agency that creates sound experiences at places that millions of people visit every year.
Radja partners with architects, retailers and marketers to conceptualize ideas for companys that will provide extra-ordinary customer experiences. Within Radja’s portfolio you will find sound strategies and concepts for commercial real estate owners, shopping destinations, hotel chains and hospitals among others. In August 2014, Anna and the Radja Sound Design Agency won a Red Dot for the Emporia sound strategy, and in December 2014 they will represent Sweden at Business of Design Week in Hong Kong.
In this podcast episode, Anna talks about the role of new technologies for product sound design and auditory user interfaces (AUI) … and silence.
No. 81 – 5th of January 2015
Dr. Daniel Müllensiefen studied Systematic Musicology, Historic Musicology and Journalism at the universities of Hamburg (Germany) and Salamanca (Spain). He did his doctoral dissertation in Systematic Musicology on memory for melodies at the University of Hamburg and obtained his PhD in 2004. From 2006 until 2009 he worked as a Research Fellow in the Computing department at Goldsmiths College, University of London.
Since 2009 he is a lecturer in the Psychology department at Goldsmiths and co-director of the Master’s course in Music Mind and Brain at Goldsmiths. In 2010 he was also appointed as Scientist in Residence with the London-based advertising agency DDB UK where he acts as a consultant and researcher, mainly on questions regarding the role of music in advertising and other commercial settings.
Dr. Daniel Müllensiefen will give a workshop on Academy Day titled ‘Music, Brands and Advertising: Testing what works’. In this podcast episode Daniel tells us what attendees of the workshop will learn, how new technologies enable innovative testing methods and more.
No. 80 – 11th of December 2014
Uli Reese left Stuttgart (Germany) to study at the Grove School of Music in Los Angeles (USA). Doors opened quickly, and he was hired to work on scores for Star Trek: The Next Generation and as a freelance composer and orchestrator on Disney’s Goof Troop television series. Reese returned to Germany in 1993, where he worked with international supergroup SNAP!, eventually forming his own commercial music company with a client list that included brands such as Nike, Reebok, Coca-Cola, Dunlop, BMW, Mercedes and Sony.
In 2002, he became Department Chair for the Filmakademie Baden-Württemberg (Germany) and in 2004 turned his creative focus to songwriting, securing a publishing deal with Peermusic and moving to the music capital of the world: Nashville, Tennessee. In 2009, Reese partnered with Steve Keller to found iV2 in Frankfurt (Germany), merging Nashville’s creative community of composers, artists, musicians, vocalists and engineers with innovative audio branding strategies for their European clients. Currently, he is working on an MBA from The Berlin School of Creative Leadership while continuing in his role as President of iV2.
In this podcast Uli tell us about his audio branding philosophy and his passion for music.
No. 79 – 1st of December 2014
The Audio Branding Academy is very pleased to present Steve Keller as moderator of the Audio Branding Awards 2015. Steve has a broad experience and vast knowledge in audio branding. He can rightly be called an “audio branding ambassador” as he speaks and conducts workshops at international conferences (MIDEM, Cannes Lions International Festival of Creativity, Eurobest, Dubai Lynx, Transform MENA and Transform Hong Kong), professional organizations (AMA, AAF, Audio Branding Academy), universities, and a long list of global advertising agencies.
Besides being moderator of the Audio Branding Awards, Steve will also give a workshop on Academy Day.
Among other things, in this podcast Steve talks about the impact of technological innovations on audio branding and why engagement, experience and interaction play an important role in audio branding strategies.
No. 78 – 24th of November 2014
Paulo Dytz is the owner of B Sound Thinking, musician, music producer, public relations manager, but considers himself a Sound Thinker. He created a methodology, titled Sound Thinking, where the focus is to think strategically the sound to create value brands, regardless of the point of contact. Paulo has nearly 15 years of experience in developing sound projects for major brands such as Petrobras, Coca-Cola, GM, Tim, Hi, Kraft Foods, Olympikus, Renner Stores, Grendene, Tramontina, Wall Mart, RBS Group, Johnson & Johnson, Iguatemi, among other. He won several national and international awards, among them Cannes, Wave Festival, the Silver Awards 2013 Audio Branding / Moscow, EL OJO Grand Prix in 2013 / Buenos Aires Grand Prix in Weeby Awards / 2014 and finalist in 2014 Clio Music / NY.
Paulo is member of the 2015 Awards Jury. In the podcast he talks about projects he is currently working on, gives his thoughts regarding technical innovations and digital media and let us know what he considers important developments and trends in audio branding amongst others.
No. 77 – 10th of November 2014
Olaf Hartmann is a pioneer and visionary of multisensory marketing. As an inspiring speaker, author and entrepreneur he can refer to convincing examples from research and experience. He turns current findings of neurology, behavioural psychology and sensory research into successful marketing. Olaf first started his career in international advertising; he has been a lecturer at the institute of business administration of the university of St. Gallen for seven years, created the first agency specialized on haptic sales promotion in 1995 and is founder and managing partner of the Multisense Institute for multisensory marketing.
At the Audio Branding Awards 2015 in Berlin, Olaf Hartmann will give a keynote lecture with the title ‘The Power of Multisense’. Olaf outlines the contents of his keynote in this podcast:
Audio Branding Congress 2013
No. 76 – 11th of November 2013
With a degree from School of Nordic Design Anna Kind has experience from Swedish, French and German companies within media and retail, such as Escada, Cerruti, Laurel, Clinique, Canal+, Nordic Film/Tv and the nordic publishing group Egmont. Within Radja her main focus is branding and identity, strategic planning and project management.
With a background as a music producer and sound designer Martin Hallberg has broad experience within both the music industry and the advertising world. He founded Radja 10 years ago and has provided sound designed products to brands like Absolut Vodka, MTV, Sony, Hyundai, Electrolux, Norwegian Oil Industry Association, IKEA, Canal+.
Anna and Martin will present the case Emporia for the Audio Branding Award 2013 at this year’s Audio Branding Congress.
No. 75 – 7th of November 2013
Paulo Dytz works in the advertising industry and holds a degree in Public Relations. He is a sound thinker, a sound producer, co-founder and Chief Creative Officer at B Sound Thinking: a Brazilian sound agency with expertise in audio advertising, audio interactive and audio branding. Working as a sound producer he won several national and international awards including Cannes, Wave Festival, Globo Television professionals of the year, International Festival of Advertising of Gramado and About magazine award. He was one of the pioneers in developing a methodology of strategic sound alignment of brands in Brazil.
At the Audio Branding Congress 2013, Paulo will present the case Sonic Architecture for Iguatemi for the Audio Branding Award.
No. 74 – 4th of November 2013
Having studied communication science and strategic marketing at The Berlin University of the Arts Cornelius Stiegler specialized on the field of Corporate Sound, including both Sound Branding and Functional Sounds. Combining his passion for music and his expertise in strategy, the topic of briefing sound projects became his research focus. Stiegler is working as a corporate sound strategist at nhb studios – the creators of sound branding classics such as the original BMW Soundlogo and Hornbach’s „Yippieh Yippieh Yeah“. He is also active as a speaker, author and guest lecturer on the topic and coordinates nhb‘s sound research cooperations as well as the exchange with academia, art and design.
At the Audio Branding Congress 2013, Cornelius will present a still confidential case for the Audio Branding Award.
No. 73 – 30th of October 2013
Musician, composer and producer, Michaël Boumendil graduated from EDHEC with a degree in Marketing Communication. In 1995, at age 23, he founded the agency Sixième Son and with it, invented the concept of musical design and audio branding. The pioneering approach of Sixième Son was quickly noticed, and the young agency’s innovation was applauded by the press. In just a few months, Sixième Son won most of the major awards for entrepreneurship, most notably the one from l’Association Jacques Douce of La Fondation 3 Suisses, as well as the award from Défis d’Or. Michaël Boumendil became the flag bearer of an innovative field, which promoted brands in a very new way.
In this podcast episode Michaël also talks about the audio branding project for Peugeot that he will present at the Audio Branding Congress 2013 in Moscow.
No. 72 – 28th of October 2013
Steve Keller graduated with a BA in Psychology from Cedarville University (USA), subsequently working in the field of research and statistical analysis for a government mental health funding agency. He headed to Nashville in 1986 to pursue a career in the music industry, eventually founding a production company that produced over 65 award winning dance remixes for country super stars and secured accounts from every major label in the industry. He went on to write and produce commercial spots for a number of major brands and advertising agencies, including Coca-Cola, McDonalds, Ford, Toyota, Dodge, Taco Bell and AT&T.
In 2005, Keller combined his passions for music and psychology with the founding of iV, an audio agency focused on providing strategic audio branding for a wide range of global advertising agencies and brands. In 2009, Keller (with business partner Uli Reese) launched iV2 in Frankfurt (Germany) to better address the needs of their European clients. In addition to functioning as CEO and Strategist for iV and iV2, he is a featured speaker and guest lecturer, sharing the discipline of audio branding with agencies, universities, organizations and festivals around the world that include The American Marketing Association, The Audio Branding Academy, The American Advertising Association, Eurobest and Midem.
At the Audio Branding Congress 2013, Steve’s partner Uli Reese will present their Ritter Sport case for the Audio Branding Award.
No. 71 – 25th of October 2013
Elena Lebedeva received a first diploma in Psychology. During her study she was specializing in psychological aspects of advertising. Later Elena received diploma in Strategic marketing. Starting as a Marketing manager in B2B, later in 2006 she moved to fashion retail business and started work as a head of store concept and standarts department. Fashion brands Elena developed are MODIS – affordable apparel supermarkets, Centro – fashionable shoes and accessories stores, FUNDAY – affordable apparel and accessories for whole family. She implemented in her store concepts some innovations in digital signage field. For example, the most innovative in Russia digital Centro store was opened in 2011 in “GOROD” shopping mall, where were implemented severall innovative ideas from EuroShop 2011. Now Elena is responsible for the O’STIN company’s store formats development, like as O’STIN, O’STIN Kids, O’STIN Discount, FUNDAY.
In her presentation at the Audio Branding Congress, Before Pushing ‘Play’: Audio Branding in Russia, Elena will talk about audio branding in Russia from a client’s point of view.
No. 70 – 23th of October 2013
Tom Trones is the Audio Identity Lead for Cisco’s Collaboration Technology Group and is working to achieve coherency and a holistic user experience across a wide portfolio of telepresence and collaboration products. Examples of touch points are apps on all platforms, web conferencing, IP phones, and the entire range of telepresence systems from personal/desktop to immersive. Tom focuses on giving utilitarian music and sound design an aesthetic and artistic depth, while keeping psychoacoustic considerations at the forefront.
Tom is participant of the panel discussion: What’s The Next Big Thing?
No. 69 – 18th of October 2013
Vladimir Kozlov (CEO DigiSky) graduated from Moscow Bauman State Technical University from automatic systems managing department. DigiSky was founded in 2004 together with Vitaly Belyakov. The company’s founders have more than 20 years of experience in record business, distribution business, show business, FM broadcasting business. DigiSky is one of the leading sound agencies in Russia providing different music solutions.
In his presentation at the Audio Branding Congress, Before Pushing ‘Play’: Audio Branding in Russia, Vladimir will talk about audio branding in Russia from a sound agency’s point of view.
No. 68 – 16th of October 2013
Zanna graduated in lyrical singing, jand is a songwriter and music producer specialized in Branding. She’s a citizen of both Italy and Brazil, born in Rio de Janeiro but lived for ten years in Italy. In Europe, with the Bossa Nostra, opened concerts for Herbie Hancock and Morcheeba at the Montreux Jazz Festival. The song Jackie became well known worldwide. In her five years in New York City, she composed tracks for Marie Claire, Veet and Muller. There, she started building up her Sound Branding methodology. Today, back in Brazil with her own company, Zanna Sound, the first Sound Branding agency in Latin America, she helps large brands such as Banco do Brasil, Embratur, TIM mobile, Boticário, L’oreal, Sabesp and MetroRio. In addition, she has been the first to present Sound Branding at the Cannes Festival audience.
In this podcast episode Zanna talks about her project for MetrôRio that she will present at the Audio Branding Congress in Moscow.
No. 67 – 20th of August 2013
A recent member of The Sound Agency team, Lydia is now a firm devotee of the power of audio branding and the benefits of using applied sound for business. With a background in Client Services, Lydia brings her years of experience managing complex and demanding relationships with large corporate organisations, multi-nationals and high net-worth individuals to the world of audio consultancy, helping her clients to achieve better results by optimising the sound they make in every aspect of their business and achieving congruency across their brand as a whole. Lydia holds a BA in Middle Eastern Studies with Classical Greek from Exeter University and is passionate about opera and learning new languages. Working so closely with Harrods, one of the world’s most famous retail stores, whilst The Sound Agency continues to create award-winning sounds, is truly a dream come true.
As a member of the Audio Branding Award Jury, Lydia talks about her personal criteria for excellent audio branding and about the Audio Branding Congress amongst others.
No. 66 – 12th of August 2013
Rayan joined Elias Arts in 2003 to conquer the last frontier of integrated marketing: audio. Deploying his experience in branding, UX and experiential marketing, Rayan formalized the core components of Elias’ audio branding methodology, including best practices and audio branding taxonomies, and has helped develop Audio Identity Systemsä for Cisco, Nike, Coca-Cola, Sun Microsystems and Orange Wireless. Rayan has created numerous “Best Practices” modules and authored White Papers and book chapters on the discipline of Audio Branding. Prior to joining Elias Arts, Rayan was Director of Brand Strategy for The Futurebrand Co. in New York. Rayan holds a BA in European History from the University of North Carolina at Chapel Hill, and a MBA from Georgetown University in Washington DC.
As a member of the Audio Branding Award Jury, he also talks about his personal criteria for excellent audio branding, relevance and about the audio branding industry in general.
No. 65 – 6th of August 2013
Licenced in Business administration and master in ebusiness, Juan worked in peermusic (4th global music publisher) as General Manager for Latin American Operations and European Film & TV Director before moving in 2001 to the Advertising and Digital world where he stayed for 10 years in BBDO working for top international and local brands and receiving multiple awards such as Cannes Gold Lions or DMA Diamond & Gold Echo among many others. He was Managing Director for development and Digital in Contrapunto BBDO and member of the board when he left the company in 2011 to found Flyabit. For the last 10 years he has developed business devoted to using sound and music as a communication tool in areas such as retail music systems, live music, advertising, film & TV, digital and Sound Branding. In 2012, he founded Flyabit Sound & Digital studio.
Juan is member of the 2013 Audio Branding Award Jury
No. 64 – 29th of July 2013
The Audio Branding Academy is very pleased to welcome back Julian Treasure as moderator of the Audio Branding Congress. After Oxford in 2012, Julian will moderate the event day in Moscow on November 28th, 2013.
Here is an audio statement from him about his experience of the last congress and his expectations for the coming one.
No. 63 – 23th of July 2013
After receiving his university degree in business and marketing communications, Alexander launched his career at the Frankfurt-based advertising agency “Wunderman” (Young & Rubicam) in 1998, and later joined Germany’s largest agency for branding and corporate identity, MetaDesign in Berlin, to work for clients such as DHL, Lufthansa and Volkswagen. In 2007 he became member of the management board at MetaDesign in. He founded his own audio branding consultancy in 2010. Alexander Wodrich is a regular speaker at congresses and a lecturer at different universities. His work has been honored with various awards. Just now he was nominated for the 2012 German Design Award for the audio branding of the French insurance provider AG2R La Mondiale.
Alexander is member of the 2013 Audio Branding Award Jury
No. 62 – 18th of July 2013
Guilherme Flarys, founder of the Gomus agency, is an Engineer graduate at PUC-RJ, Brazil, and post-graduate in Business Management at UFF, with an extensive backgorund in consulting and advertising. In 2002 he founded Mangajingle Productions with his partner Pedro Guedes (music producer at TV Globo), running several musical and audio productions for clients such as Nokia, Fiat, Coca-Cola, Johnson Controls, Eletrobrás, TV Globo, among others. In 2009 Mangajingle expanded to create Gomus Agency focused on audio and music branding, active on a large scale at the retail and television markets. Together with his other partner, Guto Guerra (author of “Music Branding – Qual É o Som Da Sua Marca?”), Guilherme is also one of the main speakers on the theme in Brazil, having delivered lectures in companies and universities, as well as launching the first Music Branding course in Brazil at Perestroika school.
As a member of the Audio Branding Award Jury, we asked him also about the importance of the Audio Branding Congress and his personal criteria for excellent audio branding.
Audio Branding Congress 2012
No. 61 – 20th of November 2012
Adrion Porter is the Founder and Chief Engagement Officer at FusionFlow Media, an audio branding and marketing consultancy. His focus is helping brands establish a distinctive identity, engage effectively across media platforms, and break through the marketplace clutter using the emotional power of music and sound. With over 15 years of marketing leadership positions for different companies, Adrion has always wanted to combine his strong passion for psychoacoustics and music with his brand strategy expertise. His mission now is to elevate audio as an essential asset for brand equity and engagement.
Adrion holds an MBA from Vanderbilt University, and a Bachelor’s of Business Administration from University of Memphis. He also blogs about his thoughts on audio branding and other interests on his personal website at www.adrionporter.com. A passionate speaker, he enjoys talking to audiences about a variety of topics, including the power of sound, emotion, and brand strategy.
Adrion will take part at the panel discussion Audio Branding: Art, Science or the Art of Science?
No. 60 – 19th of November 2012
Michele Arnese, designed in Italy and assembled in Germany, is co-founder and co-owner of amp – audible brand and corporate communication. He has a degree in Engineering at University of Pisa and worked more than 10 years as management consultant for major German and international companies. His passion for music could take advantage from the experience of methods, strategy and ideas: he is the head of strategy and consultancy at amp.
Rudi Mauser, born in Germany, is co-founder and co-owner of amp – audible brand and corporate communication. He studied music at the Richard Strauss Conservatory in Munich and has been working more than 20 years as musician and composer for numbers of international artists and film & TV productions/theatres/brands. This experience helped him to develop over the years a profound knowledge about the function and the emotional effect of music: he is the head of music and production at amp.
At the congress Michele and Rudi will present the Linde Case for the Audio Branding Award 2012.
No. 59 – 16th of November 2012
Alexander Wodrich is the managing director of Wodrich Audio Branding. After receiving his university degree in business and marketing communications, he launched his career at the Frankfurt-based advertising agency “Wunderman” (Young & Rubicam) in 1998, and later joined Germany’s largest agency for branding and corporate identity, MetaDesign in Berlin, to work for clients such as DHL, Lufthansa and Volkswagen. In 2007 he became a member of the MetaDesign management board, responsible for the audio branding and motion graphics departments. He founded his own audio branding consultancy in 2010.
Alexander will present the case study DKSH Audio Branding for the Audio Branding Award and take part at the panel discussion Audio Branding: Art, Science or the Art of Science?
No. 58 – 15th of November 2012
Daniel Müllensiefen studied Systematic Musicology, Historic Musicology and Journalism at the universities of Hamburg (Germany) and Salamanca (Spain). He did his doctoral dissertation in Systematic Musicology on memory for melodies at the University of Hamburg and obtained his PhD in 2004. From 2006 until 2009 he worked as a Research Fellow in the Computing department at Goldsmiths College, University of London. Since 2009 he is a lecturer in the Psychology department at Goldsmiths and co-director of the Master’s course in Music Mind and Brain at Goldsmiths. In 2010 he was also appointed as Scientist in Residence with the London-based advertising agency DDB UK where he acts as a consultant and researcher, mainly on questions regarding the role of music in advertising and other commercial settings.
At the congress Daniel will present his paper: Implicit and Explicit Effects of Music on Brand Perception in TV Ads
No. 57 – 14th of November 2012
Henry Daw works as a Principal Sound Designer for Nokia, based at the Nokia Design Studio in central London. Henry’s musical background started out very early with the classical piano, which later on progressed to creative music technology. This culminated in a Music Degree at RWCMD in Cardiff with a Principal Study in Music Technology. After graduating in 2002 Henry relocated to Tampere Finland where he would form part of the new Nokia Sound Design Team – Henry has since overseen the development of Nokia sound for over 10 years.
Henry will present the Nokia case for the Audio Branding Award and take part at the panel discussion Audio Branding: Art, Science or the Art of Science?
No. 56 – 13th of November 2012
Rayan joined Elias Arts in 2003 to conquer the last frontier of integrated marketing: audio. Deploying his experience in branding, UX and experiential marketing, Rayan formalized the core components of Elias’ audio branding methodology, including best practices and audio branding taxonomies, and has helped develop Audio Identity Systems for Cisco, Nike, American Express, Coca-Cola, Citi, Orange Wireless, and Sun Microsystems. Rayan has created numerous “Best Practices” modules and authored White Papers and book chapters on the discipline of Audio Branding. Prior to joining Elias Arts, Rayan was Director of Brand Strategy for The Futurebrand Co. in New York, where he oversaw key branding and identity programs for companies including Saudi Aramco, Trivent Financial and PricewaterhouseCoopers. Rayan holds a BA in European History from the University of North Carolina at Chapel Hill, and a MBA from Georgetown University in Washington DC.
Rayan will participate in the panel discussion Audio Branding: Art, Science or the Art of Science?
No. 55 – 12th of November 2012
Coming from a background in musicology, Klemens Knöferle obtained a Ph.D. in Marketing from the University of St. Gallen, Switzerland, and is now a postdoctoral fellow at the Crossmodal Research Laboratory at the Department of Experimental Psychology, Oxford University. His research focuses on how sensory aspects of products and retail environments influence consumers’ emotions, perceptions, preferences, and behaviour. Klemens is particularly interested in interactions between different sensory modalities, and builds on current insights from the fields of cognitive psychology and psychophysics into how our various senses process information and interact with each other. Moreover, Klemens specializes in the influence of auditory cues (such as product-inherent sounds and music) on consumer behaviour.
At the congress Klemens will present the findings of his paper Product-Related Sounds Speed Visual Search
No. 54 – 9th of November 2012
Susan has spent her career at the forefront of emerging branding and marketing practices, helping clients leverage innovative tools for brand impact and advantage. As Managing Director of Elias Arts Audio Branding Division, Susan helps brands strategically leverage the use of music and sound for deeper emotional engagement with their consumers, partners and employees; to create greater marketplace distinction; and to help brands create coherency across touchpoints — yielding bottom line results. While the power of audio has been recognized for decades, its use as a long term branding and enterprise transforming tool is only beginning to be understood.
Susan will present the case Show Me The Metrics! (Dell) for the Audio Branding Award.
No. 53 – 8th of November 2012
Juan has been executive in the music and advertising industries, composer, music producer, branding & advertising pro and digital entrepreneur. Licenced in Business administration and master in ebusiness, he worked in peermusic (4th global music publisher) as General Manager for Latin American Operations and European Film&Tv Director before moving in 2001 to the Advertising and Digital world where he stayed for 10 years in BBDO working for top international and local brands (Mercedes, Pepsi, Chrysler, Canal+, Amnesty International…) and receiving multiple awards such as Cannes Gold Lions or DMA Diamond&Gold Echo among many others. He was Managing Director for development and Digital in Contrapunto BBDO and member of the board when he left the company in 2011 to found Flyabit.
Juan will present the case Renfe Sound Branding for the Audio Branding Award.
No. 52 – 29th of August 2012
Prof. Florian Käppler is a composer and the founder of KLANGERFINDER GmbH & Co KG, Stuttgart’s studio for audio communication, a member of the Art Director’s Club, Germany and co-founder of the interdisciplinary study course, music design at the Staatliche Hochschule für Musik, Trossingen and Furtwangen University. On 1st October 2011, Prof. Käppler was appointed Head of the audiodesign department of the Hochschule der populären Künste in Berlin (HdpK -University of Applied Sciences). His sound design projects have gained international awards including Red Dot Awards, ADC Nails, the Adolf-Grimme Preis and the Berlin International Film Festival’s golden bear.
Florian is a member of this year’s Audio Branding Award jury. In this podcast he talks about his criteria for excellent audio branding and gives his views on audio branding in general:
No. 51 – 27th of August 2012
Carl-Frank Westermann, founder of the Agency for Auditory Brand Development WESOUND, was born in Hamburg and studied business administration, psychology and music. A former member of Fehlfarben, a German band, he is one of the initiators of the master’s program in sound studies at the University of the Arts in Berlin. Westermann is a member of the Ramses Jury and has been the keynote speaker at events like Medianet, TYPO Berlin, the Voice Days in Bonn, the Radio Days in Cologne, the IFA in Berlin, the GEM Forum, and at the Goethe Institute in Shanghai.
Carl-Frank is member of this year’s Audio Branding Award jury. Here is an audio statement by him:
No. 50 – 8th of August 2012
Patrick Langeslag studied business administration at the University of Antwerp and graduated with a major in international economics. In 2001, he founded the audio consulting group together with Wilbert Hirsch. As senior partner strategy, he advises major companies in acoustic branding and corporate identity. Patrick Langeslag serves as an external lecturer for audio branding at several universities. He has been a member of the New York Academy of Science since 2003.
Patrick is member of this year’s Audio Branding Award jury and told us about his criteria for excellent audio branding amongst others.
No. 49 – 2nd of August 2012
Professor Charles Spence is the head of the Crossmodal Research Laboratory at the Department of Experimental Psychology, Oxford University . He is interested in how people perceive the world around them. In particular, how our brains manage to process the information from each of our different senses to form the extraordinarily rich multisensory experiences that fill our daily lives. His research focuses on how a better understanding of the human mind will lead to the better design of auditory and multisensory products, brands, interfaces, and environments in the future.
Charles is host of the Audio Branding Congress 2012 and will give a keynote about multisensory aspects of audio branding. Hear what he says about the congress:
No. 48 – 23th of July 2012
Best known as the founder of Expansion Team, Alex recently merged his audio branding firm with Eyeball, the design company-turned ad agency led by longtime collaborator Limore Shur. With Expansion Team, Alex was responsible for crafting the sound of many TV networks including CNN International, PBS, Discovery, and Comedy Central, and contributed his expertise to respected brands like jetBlue, Amazon, Target, Verizon and American Express.
As a member of the Audio Branding Award Jury, we asked him also about the importance of the Audio Branding Congress and his personal criteria for excellent audio branding.
No. 47 – 18th of July 2012
Nancy Puccinelli holds a PhD in psychology from Harvard and comes to Saïd Business School from Northeastern University. Her consulting and field work includes companies such as Ritz Carlton hotel, Four Seasons hotel, Procter and Gamble, and Coca-Cola. She and her work have been featured on national TV in the US and the UK, particularly on the role of psychology in difficult markets. She is widely published in journals such as the Journal of Consumer Psychology, Journal of Retailing, and Journal of Business Research.
Audio Branding Congress 2011
No. 46 – 21th of March 2012
Dr. Dag Piper was a member of the Audio Branding Award 2011 Jury and responsible for selecting the six cases that made it to the final and were presented at the Audio Branding Congress 2011.
At gobal supplier of fragrances and flavorings Symrise, Dag Piper led the creation and implementation of a corporate sound and oversaw several multisensory research projects like the exceptional “Sound of Citrus” study amongst others. His current role at MARS generates value at the creative interface of R&D and Marketing — breakthrough concepts are born when hard-core product innovation meets hard-core consumer insights!
No. 45 – 5th of March 2012
Helsinki based sound designer/producer/DJ Tapio Hakanen’s one true passion is sound. For a a long time he has been balancing between the cutting edge electronica scene and working with major brands with their use of sound. His past clients include Capgemini, Grey, Lowe & Partners, London Science Museum, NRJ and Warner.
For the past three years he has been managing the sound design team at Nokia where he is responsible for the creation of Nokia’s audio brand assets and has been handling delivery of sounds to over one billion Nokia devices.
No. 44 – 20th of February 2012
After studying Business at EDHEC, Michaël Boumendil, composer and producer, created Sixième Son in 1995. It is a pioneer and leading agency in Europe for audio branding and sound identity. In parallel, Michaël Boumendil is a former lecturer and teacher in French renowned Business and Marketing Schools.
At the Audio Branding Congress Michaël presented the case study SNCF Sound Identity Program. He tells us about the case, what makes it special, and gives his views on the audio branding industry.
No. 43 – 9th of February 2012
Wilbert Hirsch is Senior Partner and co-founder of the audio consulting group. The audio consulting group helps national and international clients to gain their communication efficiency by using acoustic branding strategies. With the publication of his “Brand Aesthetics & Acoustic Branding” in 1999, Hirsch was one of the first to introduce a concept that is considered today to be one of the standards about acoustic branding.
Hirsch’s audio consulting group won the Audio Branding Award 2011 for the creation of a corporate sound for Swiss financial company UBS.
No. 42 – 24th of January 2012
Martyn Ware formed The Human League in 1978, production company/label British Electric Foundation and Heaven 17 in 1980. As record producer and artist he has featured on recordings totaling over 50 million sales worldwide – producing Tina Turner, Terence Trent D’Arby, Chaka Khan, Erasure, Marc Almond and Mavis Staples, etc. At the Audio Branding Congress 2011 Martyn Ware held a keynote presentation about the future of sonic branding. And we were lucky enough to get him interviewed.
No. 41 – 9th of January 2012
Paul Kalbfleisch is an innovative marketing executive with a unique breadth of experience gained with global and national leaders in technology, financial services and creative agencies. For 10 years Paul had managed and grew the BlackBerry brand in a variety of roles, most recently as VP of Brand Creativity.
In this interview he talks about his presentation and his experiences on a project for Blackberry collaborating with the band U2 as well as what he expects from the future of mobile branding amongst others.
No. 40 – 3rd of November 2011
For the past three years Tapio Hakanen has been managing the sound design team at Nokia where he is responsible for the creation of Nokia’s audio brand assets and has been handling delivery of sounds to over one billion Nokia devices. Prior to this Tapio was working in the gaming world where he sound designed Disney’s virtual Disney World “VMK” to celebrate their 50th anniversary.
At the Audio Branding Congress 2011 Tapio will talk about the Evolution of Audio Branding in Mobile Devices at Nokia. In this podcast he tells us what he is going to talk about in his presentation amongst others.
No. 39 – 1st of November 2011
In this podcast Alex Moulton, founder and creative force of this year’s Congress Host Expansion Team, talks about his expectations for the upcoming congress, tells us about his experience at the 2010 congress in Hamburg, and shares his thoughts about audio branding and the audio branding community in general.
No. 38 – 23th of October 2011
Paulo Dytz works in the advertising industry and holds a degree in Public Relations. He is a sound producer, co-founder and Chief Creative Officer at B Sound Thinking: a Brazilian sound agency with expertise in audio advertising, audio interactive and audio branding.
At the Audio Branding Congress Paulo will present this case study Voice and Sound Logo for the Brand Airela nominated for the Audio Branding Award. In this podcast he tells us about his case, his company and about the importance of audio branding in general among others.
No. 37 – 18th of October 2011
Waltraud Niemann is Head of marketing, ING-DiBa Austria, and was before Head of advertising department, Germany. She was responsible for the development of the new ING-DiBa audio branding. At the Audio Branding Congress Waltraud Niemann will present this case study DiBaDu – a Brand Promise Made Audible nominated for the Audio Branding Award.
In this podcast she tells us how she got involved in audio branding and explains how they approached the development of the new ING-DiBa brand sound.
No. 36 – 16th of October 2011
Herwig Kusatz is a cosmopolitan not only at heart but also in everything he has been doing so far in his life. After graduating from an American High School, he spent some years in Germany, Spain and the Netherlands, getting an education in Biomedical Engineering and a MBA in General Management and Strategy.
Herwig is founder of Sound Strategy and at the Audio Branding Congress he will present the case study Vienna Tourist Board – Sound Identity nominated for the Audio Branding Award. In this podcast episode Herwig gives us some background information about the case study, tells us about his company Sound Strategy and lets us know what he thinks about audio branding as an essential component in branding.
No. 35 – 12th of October 2011
At the Audio Branding Congress Zanna will present the case study Sabesp Sound Branding nominated for the Audio Branding Award. Zanna is a musical producer with a degree in Lyrical Singing. She was born in Rio de Janeiro and lived in Europe for ten years. In 2002, in New York, she grew tired of making music on demand and began studying Branding and developed her Sound Branding methodology. Back to Brazil, in 2007, she started Zanna Sound.
In this podcast we asked Zanna about her case Sabesp, what she expects from the Audio Branding Award as well what her predictions for the future of audio branding are.
No. 34 – 7th of October 2011
After studying Business at EDHEC, Michaël Boumendil, composer and producer, created Sixième Son in 1995. It is a pioneer and leading agency in Europe for audio branding and sound identity. In parallel, Michaël Boumendil is a former lecturer and teacher in French renowned Business and Marketing Schools.
At the Audio Branding Congress Michaël will present the case study SNCF Sound Identity Program nominated for the Audio Branding Award. In this podcast he tells us about the case, what makes it special and how he started Sixième Son as one of the first agencies specializing in audio branding.
No. 33 – 5th of October 2011
Martin Pazzani is a seasoned global executive – a classically trained Chief Marketing Officer in consumer lifestyle brands who became an entrepreneurial CEO – and the former Chairman/CEO of Elias Arts, the commercial music and audio branding pioneers. As a marketing executive, he’s used music as a marketing tool for Smirnoff Vodka, Jose Cuervo Tequila, Bally Total Fitness, and others. As an advertising executive, he’s worked on many accounts using music and sound with great effect, like US Postal Service, Volkswagen, Kraft, SC Johnson and many others.
As a member of the Audio Branding Award Jury, he told us how he got involved in audio branding, about his general thoughts on the use of sound and music in marketing, and his personal criteria for excellent audio branding among others.
No. 32 – 16th of September 2011
John Groves is a composer, music producer and consultant on the use of sound and music in advertising and communications. In the early 90s he became one of the pioneers of Sound Branding. He is guest lecturer at various universities and institutions e.g. the University of Surrey, the Hamburger Texterschmiede and the Miami Ad School. As a member of the Audio Branding Award Jury, we asked him also about the importance of the Audio Branding Congress and his personal criteria for excellent audio branding.
No. 31 – 14th of September 2011
As co-founder and creative director of Condiment Junkie, Russell has overseen designing User Interface (UI) audio for bestselling apps including Solar System, Storytime, Gordon Ramsey, Jamie Oliver and Phaidon, and created sonic id’s and Human Machine Interface (HMI) audio for automotive, retail and FMCG brands. In his presentation at the Audio Branding Congress 2011, Contours and Conventions – communicating information and emotion, Russ will talk about how information is conveyed through sound to aid navigation, enhance user experience and communicate brand identity.
No. 30 – 6th of September 2011
In this episode we´re talking to the composer of the famous Intel Audiologo and member of the Award Jury Walter Werzowa about his expectations for the Congress and the first official Audio Branding Award.
Audio Branding Congress 2010
No. 29 – 1st of November 2010
In this episode we talk to John Groves. He is a composer, music producer, and consultant on the use of sound in corporate communications. John Groves is one of the most successful composers of music in advertising and communications and a pioneer of Sound Branding. Together with Claus Fesel from DATEV, he will give insight into the conception of DATEV’s Corporate Sound.
No. 28 – 1st of November 2010
We are pleased to present Claus Fesel as one of the more than 20 speakers of this convention.
He is Head of Central Marketing at DATEV in Nuremberg where he is responsible for internal and external communication, fairs, and events. Together with the composer John Groves is here today to provide insight into the conception of the Corporate Sound of DATEV.
No. 27 – 31st of October 2010
One of the more than 20 speakers of the Audio Branding Congress on 5th of November is Dr. Gianpaolo D’Amico. He is researcher at the Media Integration and Communication Center at the University of Florence in Italy. He also works as a consultant for the sound communication & acoustic design agency Lorelei. Together with his colleague Sara Lenzi and Dr. Jorge Seco from FIAMM he will talk about the “Sound for Electric Vehicles“.
No. 26 – 31st of October 2010
Today we are talking with Sara Lenzi from Italy. She teaches Sound Installation and Multimedia Composition at the Musical Conservatory of Rovigo. In 2008 she founded the sound communication & acoustic design agency Lorelei, which works with international clients like Architects of Air, DADA and FIAMM. Along with her colleague Dr. Gianpaolo D’Amico and Dr. Jorge Seco from FIAMM, she will discuss “Sound for Electric Vehicles“.
Together with Dr. Fabian Evert (BMW), Prof. Dr. Charles Spence (University of Oxford), Dr. Jorge Seco (FIAMM) and Dr. Markus Bodden (Product Sound) Sara Lenzi will also take part in the panel discussion entitled “What Will the Car of the Future Sound Like?“.
No. 25 – 30th of October 2010
This year the Audio Branding Academy announced a call for papers. Three papers were accepted as talks and four papers as poster presentations. One of the three talks will be held by Prof. Dr. Torsten Teichert and Daniel Wagenführer. Prof. Dr. Thorsten Teichert holds the Chair of Marketing and Innovation at the University of Hamburg. Daniel Wagenführer is working as research assistant for the Chair.
The title of their paper is: Sound Design for New Products: Interactions with Technical Functionalities and Branding.
No. 24 – 28th of October 2010
Marcel Kloppenburg has been an instructor for acoustic brand communication at the University of the Arts (UdK) in Berlin since 2007 and for sound branding at the Institute for Marketing and Communication (IMK) in Berlin. He joined the sound branding department at MetaDesign AG in 2006, where he is now the concept and production director, responsible for development and production for clients such as Siemens, Audi, eBay, entega, Premiere, Allianz and Volkswagen. At the Audio Branding Congress he presents together with Jürgen Barthel from Siemens the case study Sound Branding @ Siemens.
No. 23 – 27th of October 2010
Today we are talking with Zanna. Zanna is founder of the audio branding company Zanna Sound, located in Rio de Janeiro. Clients of Zanna Sound include South American brands like Banco do Brasil, Unimed or Cacau Show. At the congress Zanna will give some insight into the Unimed-Rio Case Study.
No. 22 – 26th of October 2010
We are pleased to present Jürgen Barthel as one of the more than 20 speakers of the Audio Branding Congress. He is Head of Corporate Communications Design at Siemens in Munich, and responsible for the global design of the Siemens brand and its Corporate Sound. Today, Jürgen Barthel will talk about Sound Branding at Siemens and his expectations for the congress.
No. 21 – 23rd of October 2010
This year the Audio Branding Academy announced a call for papers. Three papers were accepted as talks and four papers as poster presentations. One of the three talks will be held by Cornelius Stiegler, who has studied applied communication science and strategic marketing at the Berlin University of the Arts. The title of his paper is: Sound Communication – Towards a New Understanding of Briefing Communication in the Sound Branding Process
No. 20 – 18th of October 2010
On November 5th, 2010 the second Audio Branding Congress takes place in Hamburg. One highlight of the congress will be a panel discussion with the topic: What Will the Car of the Future Sound Like?
In the panel discussion moderated by Karsten Kilian, experts in sound engineering for automobiles will discuss opportunities, risks, requirements, and possible scenarios of the (brand-)sound worlds of future vehicles.
Listen what what the crucial questions of the discussion will be.
No. 19 – 16th of October 2010
Dr. Michael Haverkamp is acoustics specialist at the Ford Engineering Centre Cologne and one of the speakers of the second Audio Branding Congress on 5th of October. His comprehensive approach on multi-sensory design is presented in his 2009 book, Synesthetic Design.
In this episode of the podcast he talks about his lecture “Sound, Color, Space – Synesthetic Design“.
No. 18 – 14th of October 2010
One of the speakers of the Audio Branding Congress 2010 is Alex Moulton from New York. As the founder and guiding creative force behind Expansion Team, he is responsible for crafting the current sound of many TV networks including CNN International, PBS, Discovery, Universal, A&E Bio, Comedy Central, Vh1, and respected brands like jetBlue, Motorola, Bank of America, Target and American Express.
In this episode of the podcast he gives a little foretaste of his talk about “CNN International Rebrand“.
Workshops 2010
No. 17 – 3rd of August 2010
On 11th of September 2010 Prof. Dr. Adrian North will hold the last workshop of the Audio Branding Academy workshop series 2010. The workshop is titled “Lessons from music psychology for advertising and branding and overviews the major factors that influence emotional responses to music, and their application to marketing in retail and leisure settings”. Get more information here.
No. 16 – 27th of March 2010
Dr. Michael Haverkamp, product developer and expert for multisensory design at the car manufacturer Ford, talks about the topics of his workshop on 8th of May 2010.
No. 15 – 18th of February 2010
Episode only in German available: Prof. Carl-Frank Westermann talks about the topics of his workshop on 13th of March 2010.
No. 14 – 17th of February 02.2010
Episode only in German available: Patrick Langeslag gives some insights into his lecture on 13th of March 2010.
No. 13 – 16th of February 2010
Episode only in German available: John Groves tells about the topics of his workshop on13th of March 2010.
Audio Branding Congress 2009
No. 12 – 4th of November 2009
In this episode we´re talking to the componist of the famous Intel-Audio-Logo Walter Werzowa about the Audio Branding Congress 2009 and the content of his lecture.
No. 11 – 3th of November 2009
Today we´re talking to Georg Spehr about his lecture and his expectations about the Audio Branding Congress 2009.
No. 10 – 27th of October 2009
In the tenth Audio Branding Academy Podcast we are talking with Prof. Carl-Frank Westermann about his expectations for the Audio Branding Congress 2009.
No. 09 – 26th of October 2009
In the ninth Audio Branding Academy Podcast we are talking with Ruth Simmons about her expectations for the Audio Branding Congress 2009 and the panel disscusion.
No. 08 – 21th of October 2009
Today we are talking with Karsten Kilian about his speech and the expectations about the Audio Branding Congress 2009.
No. 07 – 21th of October 2009
In this podcast we´re talking with Heiko Kunert, about blindness, brandperception as well as his expectations about the Audio Branding Congress 2009.
No. 06 – 19th of October 2009
Interview with Wilbert Hirsch, member of the panel disscusion of the Audio Branding Congress 2009.
No. 05 – 14th of October 2009
In the fifth episode we´re interviewing John Groves.
No. 04 – 14th of October 2009
In this episode we´re talking with Hans-Rainer Kurz.
No. 03 – 12th of October 2009
The third Audio Branding Academy Podcast is about Julian Treasure and his expectations for the Audio Branding Congress 2009.
No. 02 – 12th of October 2009
In the second episode we´re talking with Carsten Detlefs about his work and the Audio Branding Congress 2009.
No. 01 – 7th of October 2009
In the first episode we talked with Prof. Dr. Adrian North about his research and his expectations about the Audio Branding Congress 2009.