A very special thanks to Ulrik With Andersen and Birgitte Rode, both from Audio Management, who helped me with excellent input on sound and support setting up the BRANDsense show. They are a truely remarkable team. Qoute from: BRANDsense page 224.

Sound branding Platform

In 2004 Audio Management was contacted by Martin Lindstrom,
by a rather unclear phone connection from Australia. Lindstrom was
in need of a sound branding platform to use in his upcoming project BRAND sense, and that he had selected Audio Management among various companies in Germany and Great Britain.

Martin Lindstrom as a brand

Audio Management’s initial challenge was to analyze and describe Lindstrom as a dynamic, interactive brand across touch points. To accomplish this Audio Management used the SoundIdentity® method. To get an overview and understanding of Lindstrom’s Brand, Audio Management began with auditing Lindstrom’s current use of sound in his videos, slideshows and presentations. Audio Management’s goal was to find areas, which needed improvements. In order to find these areas Audio Management proceeded by analyzing Lindstrom as a particular brand.

Lindstrom’s Brand

How does Lindstrom communicate the Brand personality
across touch points primarily by visual elements, sound and his
own personality? 

What is Lindstrom expressing to his audience on stage, in his presentations and through his website? How can audio design maximize that experience?

To create differentiation the sound branding platform had to consist
of a distinct and durable sound brand and a sound design tapestry/background music for use in Martin Lindstroms
BRANDsense symposia and Audio elements for use on the BRAND sense DVD, to create recognition.

Furthermore, Lindstrom used variations of the sound brand platform
in his other projects such as BRAND Child, Dualbook, BRAND Flash video’s and his newest Buyology. 

The effect four years later - the sound design

After the Brand interpretations were adjusted, Audio Management proceeded to design some initial sound scopes. The sound scopes captured the right moods, which closely corresponded to
Lindstrom’s brand identity. Lindstrom replied with some arguments
and wishes, and after a few corrections Audio Management had created an audio design frame. Both Lindstrom and
Audio Management agreed that the audio design frame matched Lindstrom’s brand and appealed to his audience.

There after, Audio Management created the strong underlying themes - the sound identity and the sound logo. Next step was to adjust the themes to be used on websites, DVDs and on stage. The sound brand platform has been in use for nearly 4 years now and has merged into Martin Lindstrom’s new projects BUYOLOGY and BRAND flash video blog on Adage.com.

Today the result is that Martin Lindstrøm has a consistent sound design platform which has, according to Martin Lindstrom, been exposed to almost 10 million people in the last four years across touch points, and it has become a central part of his brand expression.