Prof. Carl-Frank Westermann
Creative Director, Sound Branding, MetaDesign AG; visiting professor at Sound Studies, UdK Berlin
Carl-Frank Westermann, born in 1950, has been responsible for sonic branding at MetaDesign since 2000, and he has supported a range of clients, including Allianz, Lufthansa, eBay, Siemens and South Tyrol. Westermann has a degree in business administration and has studied organizational psychology and music. His professional career has always been linked to integrated presentational techniques and multi-sensory communication. Since 2002 he has been a guest professor at the Berlin University of the Arts, where he is responsible for acoustic conceptualization in the advanced studies program “Sound Studies.”
Sound branding – only the name is new
People are influenced by their acoustic environments. And they are part of communication with an influential effect. Acoustic events and experiences are presented with numerous examples which show that acoustic conditioning is omnipresent. Thus sound branding is merely a logical step towards a new, consciously and strategically designed brand communication instrument.
Interview with Prof. Carl-Frank Westermann: