Laura Savard
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.
Acoustic Branding mp3 file (audio only)
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).
Posted in Brand Expression, Brand Identity, Brand Related Talks, Brand Signals
Laura Savard and Mark Gallagher
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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Posted in Brand Expression, Brand Identity, Brand Management, Brand Signals
Laura Savard and Mark Gallagher
As consumers, we are passionate about the brands we choose because those brands help us to define ourselves, to make a statement without having to speak. The brands themselves tell a story of our values and often allow us to convey things that are often better left unsaid. Many of these brands rely on authenticity to lend legitimacy to their experience. This story of heritage and origin becomes a key component of brand value as the brand matures and evolves.
However, the actions brands take today influence our perception of the past and manage future expectations. What you do today affects how people perceive what you did yesterday.
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Posted in Brand Expression, Brand Identity, Brand Management, Brand Signals, Brand Strategy
