Workshop at Academy Day May 27th, 2015

Back To The Basics: An Introduction to Audio Branding Best Practices

Lecturer: Steve Keller, iV audio branding

Abstract

Every sound that touches a brand has the potential to define it. Audio branding is a discipline designed to harness the power of sound, engage consumers and drive emotional connections.

Steve Keller, CEO of iV, offers an educational presentation designed to offer a taste of audio branding, opening your ears to the importance of defining what a brand sounds like. Emphasis is placed on practical insights and helpful tips that will help give you a foundational overview of audio branding best practices.

Highlights include:

Introduction to the discipline of audio branding: what it is, how it works, and why it’s important
Exploring the psychological, behavioral, and physiological benefits of sound in brand communication
Sonic evolution: a new paradigm at the intersection of audio and advertising
The six measurable parameters of successful audio branding
The holy grail of ROI: engagement, identity, and asset management
Research and evaluation: the science behind audio branding
Case Studies of innovative uses of sound in a marketing context

Steve Keller

Steve Keller is CEO of iV, an audio agency that specializes in the strategy, creation, evaluation and asset management necessary for successful audio branding initiatives. Since its launch in 2005, Keller has grown the business beyond the confines of the United States and into Europe, opening iV2 in Frankfurt, Germany in 2009, with business partner Uli Reese. Steve is an “audio branding ambassador, speaking and conducting 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.

In addition to a BA in Psychology (with experience in Research, Social Psychology, and Group Dynamics), Steve has over 25 years of experience in the music industry as a producer, composer, independent label executive, publisher, and manager. He is an expert facilitator, adept at managing multiple teams, effortlessly shifting from strategic thinking to tactical execution. He has a head for data and a heart for sonic expression, and balances the audio branding process between both.

His work with iV / iV2 has generated award winning creative (National ADDYs, Eurobest, Effie, Emmy, New York Festival, Tellys) for a long list of brand clients (Opel, Deutche Bahn, Union Investment, Mercedes, Audi, Nike, Coca-Cola, Burger King, Trojan, Ritter Sport, Ehrmann, McDonald’s, Nestea and more). Their audio branding initiative for Ritter Sport was selected as a Best Practices Case at the 2013 Audio Branding Congress in Moscow.

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