CLIENT CASES

 MARTIN LINDSTROM

PURPOSE

The Corporate Sound Identity of the Branding guru began on a cold december day back in 2003. Soundbranding, as Audio Management at the time, was contacted by a rather unclear phone connection from Australia. While in need of a unique platform providing a recognisable Sound Identity across touchpoints, for his projects including BRAND Child as well as the upcoming BRAND Sense, Martin found us in Denmark from among various German and British companies. Together with Martin we handpicked and designed custom intro and background music for use in various stages of his conferences, on his websites, as well as in his BRANDsense DVD, and in his BRANDflash weakly WebTV show.

PROCESS

Initially, the job required analysing and describing Lindstrom as a proactive brand across touchpoints. By applying the Sound Identity analysis method Soundbranding researched the use of sound in videos, slideshows, and presentations for possible areas in need of improvement for Lindstrom as a case brand. As to create differentiation providing recognition the sound branding platform needed distinctive and durable sound design tapestry and background music for use in the BRANDsense DVD and on WebTY. After adjusting interpretations, Soundbranding designed sound scopes capturing the moods corresponding with the Lindstrom brand identity. After further feedback, an audience appealing audio design frame matching the Lindstrom brand was agreed upon.

OUTCOME

After inspiration meetings, audits, briefs, development and implementation the sound design platform has, according to Martin, been exposed to almost 10 million views over 4 years across touchpoints, and has become a central part in his brand expression. Also, the sound phenomenon was described in the BRANDsense book. Martin Lindstrom raised his revenue by 75%.

 

 FRIIS

PURPOSE

In order to create recognition in all touchpoints Friis decided  to create a unique  Sound Identity. The project required redesigning their Corporate Sound and their media mix to create a strategic branding tool suitable across media.

PROCESS

The sound mix for Friis needed to provide opportunity for integrating new marketing opportunities such as social media in coherence with other traditional broadcasting channels.

OUTCOME

The sound designs created for Friis included a Brand Sound Signature, a Sound Identity for application at events, presentations, conferences, as well as WebTV. Additionally, the ringtone for Friis was designed. Friis received full branding guidelines for their sound use.

 

 BANG & OLUFSEN

PURPOSE

When facing difficulties with strategic use of sound and music in their communication and marketing, Bang & Olufsen turned to Soundbranding. Together, the first stepstowards strategic sound use were made in 2001.

PROCESS

By developing a method of documenting Audio Corporate Identity, Soundbranding devised branding guidelines for Bang & Olufsen through close cooperation with the key people behind the brand. The continued cooperation resulted in the creation of sound design ringtones, in a change in the approach towards product sound, and in the humanisation of all future product sound.

OUTCOME

With the release of the Beocom 5 a set of product ringtones was introduced along with the core sound of the series: the “Asian” Ringtone. Refining the existing touchpoint revolutionised corded phones manufacturing and established additional brand equity for Bang & Olufsen which developed the universe of the brand.

 

 DANISH SOUND

PURPOSE

Danish Sound was in need of integrating all its media touchpoints by developing of a distinctive Sound Identity as to improve overall performance and in order launch physical space experience projects.

PROCESS

The project entailed expanding the Corporate Logo Identity of Dansk Lyd Danish Sound into the audio dimension as to create a Corporate Sound Logo Identity, and thus expanding brand identity to the next level.

OUTCOME

A direct outcome of the case was the formation of the Corporate Sound Logo Identity of Dansk Lyd Danish Sound. The project resulted in an improvement of online performance and in enhancing physical spaces experience.

 

 IKEA

PURPOSE

While designing a research study focused on the role of sound in the sensory shopping experience of clients IKEA contacted Soundbranding. There was a need for a project researching sensory integration and exploring its implementation possibilities in application to shopping experience.

PROCESS

Soundbranding developed a sensory integration process on the basis of such former Birgitte Rode cases as the “Listen to the rainbow dancing” study of integrating sound to light. The project was aimed at establishing sensory integration in based on experience from interactive art design exhibitions.

OUTCOME

As a result of the “Power to the Shops” project sensory integration of IKEA shopping experience was analysed. The solutions analysed were based on the outcomes of many international therapeutic music events throughout Northern Europe. The shopping experience in IKEA was enhanced with sensory integration of various visual and audio elements.

 

 VISIT NORDJYLLAND

PURPOSE

The marketing team of Visit Nordjylland has recognised a need of developing a Sound Branding tool that could serve as a universal sound platform providing coherence for all tourist partners across the North Region of Denmark.

PROCESS

The project entailed developing a common sound package for North Jutland representing the identity of the region. The sounds that were to be designed had to capture emotion, and serve as a signature for the region, providing a framework for the visual elements used.

OUTCOME

As a result of analysing the sounds of place that may be fitting to serve as signatures of the North Region of Denmark a number of pieces were developed. The products included the Visit Nordjylland Corporate Sound Brand Signatures With Beat and With Child Giggle, as well as the overall Sound Identity.

 

 LOUIS NIELSEN

PURPOSE

Soundbranding was approached by the Communications Manager of Louis Nielsen A/S in November, 2009. The optician brand wanted to use sound and music design for creating an Employer Branding platform. The audio design was to be used for Human Resources Teambuilding purposes as well as for facilitating the Corporate Culture of the brand in general.

PROCESS

The project entailed creating sound design that would drive the stakeholders and employees of Louis Nielsen and develop the Corporate Culture of the company. There was a need to analyse the Sound Identity of the company, and enhance the Employer Branding as well as Teambuilding effort of Louis Nielsen through audio design.

OUTCOME

The project was successfully presented on February 6, 2010 at the yearly event hosting all 450 of Louis Nielsen employers. There, a double sided DVD/CD karaoke version of the “When the Green Blood is Rolling” song was provided for every participant. The project resulted in much positive feedback from the employees and various other stakeholders of Louis Nielsen.

 

 SPAR NORD

PURPOSE

After recognising the need for creating a coherent perception across touchpoints Spar Nord contacted Soundbranding. There was a need of establishing overall synergy and consistency in all channels that would create familiarity. As a result, creating a Corporate Sound Identity for Spar Nord was necessary as to unify the auditory perception of the brand.

PROCESS

In order to provide basis for building overall coherence in all Spar Nord touchpoints there was a need of developing the Spar Nord Corporate Sound Identity. The project required creating guidelines for unifying and enhancing the auditory perception of Spar Nord by creating an audio profile of the brand. The resulting tool needed to develop the communications an marketing of Spar Nord to the next dimension.

OUTCOME

The Audiovisual Brand Signature of Spar Nord developed in the process became a powerful asset providing synergy and overall coherence to the communication and marketing efforts of Spar Nord. As a result of the project the Spar Nord Corporate Sound Identity was developed for application across touchpoints.