Sounds good

Brand Management As an instrument of
Corporate sound is highly relevant for brand management. This results in a
A few weeks ago, the Swiss company MetaDesign published a new study.
television presented its new image, the reaction of the
viewers to the visual changes (mostly positive) - and to the
acoustic mistake (confused and amused). The embarrassing reason:
Some of the advertising melodies introduced sounded similar to the
Swisscom logo and had to be replaced. The fact that the strategies of
attention control fail in such cases is
obvious.
Of course, the originators of the modern appearance knew about the
The importance of the acoustic logo in a world flooded with stimuli
information society. After all, audio branding has
has its origins precisely in the electronic media. However, the
sound design is given too little importance. Yet media science publications have long been concerned with
acoustic perception and the use of musical instruments
Trademarks for marketing purposes. Even in the development of
vehicles or household appliances, the sound of the product plays an important
important role. The same applies to the characteristic sound
of a brand or a company; corporate sound is an integral part of the
Part of the overall CD concept.

Importance of corporate sound
The latest results from this discipline are provided by a recent
expert study published by MetaDesign, one of the leading
international agencies for branding and corporate identity. The
Central question for representatives of listed companies from the
German-speaking countries, global players and journalists was: Which
The importance of corporate sound today and in the future
granted? In addition, it was determined how the audiovisual
brand staging develops, what potential it has and which
opportunities and risks associated with it. The experts agreed
agree that acoustic brand management is gaining in importance.
to differentiate the brand, emotionalize it and bring it back to life.
to make the brand recognizable and thus also increase identification with the brand at
to a sensual level. Especially in connection with the
Visuals create a very high level of efficiency in brand communication,
and corporate sound can thus contribute to the branding and learning ability of
brands has a strong supportive effect and thus ensures
efficient use of resources.

However, there is often still uncertainty and methodological ambiguity in the
dealing with this issue, explains Bruno Schmidt, partner at
MetaDesign. Additional learning processes for brand managers would be
therefore urgently needed to improve understanding of corporate sound and
to strengthen its numerous possibilities. It is about much more than
the development of a suitable acoustic logo. The focus was on
the design of a brand's overall sound atmosphere as part of the
holistic presence, just as Bluewin or Yallo would have done. It
The study concludes that it is important for corporate sound to be recognized as a
brand sound experience composed of all possible sound sources
is recognized, which exerts its power in all channels and with different
elements, from the acoustic logo to the corporate voice.
For a nominal fee, the study "Corporate Sound as an Instrument
of brand management" can be ordered at [email protected].

Luca Aloisi