Podcasts – Audio Branding Congress 2012

Audio Branding Congress 2012 – Podcasts


The fourth annual Audio Branding Congress was held on December 11, in the UK for the first time after previous events in Germany and the US. The host was Oxford University, and the venue was prestigious Oxford Examination Schools. More than 130 audio branding experts from 21 countries, including India, Brazil, Russia and South Africa, gathered to review a year of rapid growth in both industry revenues (up more than 30%) and sophistication in terms of tools, practices and measurement. Learn more about the Audio Branding Congress 2012 here.


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.