Audio Branding Congress 2011 – Podcasts
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 about the Audio Branding Congress 2011 here.
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.