More often than not, a company’s vision and mission statements fail to capture the true nature of what the organization’s core purpose is, what makes them different, relevant and authentic. Successful brands are those who understand that the brand’s core concept serves as a compass, guiding the organization, their partners and their consumers.

Brands are essentially shared understanding of a singular meaning. Without a shared understanding of what the brand represents, employee and partner actions are set adrift. It is therefore, critical that the brand team has a theme to guide their efforts. (more…)

Whether you refer to it as Acoustic Branding, Audio Branding, Sound Branding or Mnemonics, there is no doubt that strategic acoustics make for sound branding. In this, the first in a series of Brand Related Talks hosted by Blackcoffee, Wilbert Hirsch discusses sound’s role in brand experience.

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Speaker: Wilbert Hirsch
Wilbert Hirsch is a senior partner & co-founder of the audio consulting group, founder & board member of the Composers Club Germany and was actively involved in the founding of FFACE (Federation of Film and Audiovisual Composers of Europe) and ECSA (European Composers and Songwriters Alliance).

Companies sell products. People buy brands. Why? Because brands don’t just help us to identify and differentiate an offering, they serve another function as well. The brands we choose contribute to our own personal identities. It’s a sign of our standards and code of behavior.

We choose brands whose values reflect our own. By doing so, we’re able, not only to find products that are most likely to deliver on our expectations, we are also able to declare our values to the world. We are making a statement: “I’ve purchased X, because I’m the type of person who values what X represents.” In this way, the brands we choose help us to either fit in or stand out. Sometimes it’s both.

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