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Thoughts on audio branding by the CEO of music company Elias Arts, the pioneers of using music to create enhanced branding.
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Since people have ears shouldn’t brands have voices?
Martin Pazzani, President/CEO EliasArts
Our Clients: over 600 of the Fortune 1000
Our mission is to use the powers of Music and Sound
in unique and creative ways to build economic value
for our clients.
The higher the number of sensory memories attached,
the stronger the bonding between brand and consumer.
EXPLOSION OF
TOUCHPOINTS
Restaurants
Kiosks User Interfaces
Sound logos
Retail Spaces
Environments
Web- over- phone
global comm
Websites
Commercials
media
fragmentation
Sponsored Programming
Restaurants
Interactive Games
Kiosks User Interfaces
Sound logos
Retail Spaces
Environments
Trade Events
Web- over- phone
magazines
global comm
Conferences
Websites
Promo CDs
Commercials branded content
intensified competition
EXPLOSION OF
TOUCHPOINTS
Sponsored Programming
Training Programs Location
Based entertainment
Restaurants
Interactive Games
Kiosks User Interfaces
Sound logos
Retail Spaces
Environments
Trade Events
Web- over- phone
Local events
ringtones
Movies
magazines
global comm
Conferences
radio
Websites
Promo CDs
pod-casting
mobicasts
Interactive TV
Commercials
Radio
Cell Phones
Wireless Devices
branded content
pace and speed
EXPLOSION OF
TOUCHPOINTS
Sponsored Programming
Training Programs
Audio Magazines
Promotional CDs
PDAs
Call centers
Location Based
entertainment
Affinity programming
Restaurants
Interactive Games
Kiosks User Interfaces
Sound logos
Retail Spaces
Environments
Trade Events
Web- over- phone
Music on
Hold
Local events
ringtones
Movies
magazines
global comm
Consumer Products
Conferences
radio
Websites
Promo CDs
pod-casting
mobicasts
Interactive Billboards
web radio
Interactive TV
Commercials
Radio
Audio Navigation Systems
Cell Phones
chaos and clutter
EXPLOSION OF
TOUCHPOINTS
branded content
Wireless Devices
Music goes straight to the emotional hotspots
of the brain.
If your brand had a voice what would it sound like?
89% of Brands have Visual
Identity Guidelines.
Less than 20% have Audio
Identity Guidelines.
Source: Adrian C North and Ruth M Law, University of Leicester
People are 24% more likely
to purchase the product
in an ad with music that fits
rather than music that doesn’t.
evaluating the brand and audio assets
• brand analysis • competitive audio • audio audit
deliverables
process
strategy" design" execution" optimization"discovery"
identifying opportunities for brand & audio identity • audio strategy
• themes/filters • audio moodboard
creating audio expressions for brand
delivering audio solutions for diverse touchpoints
evolving keeping it fresh, relevant overtime
• audio concepts • experience paths • validation
• audio assets • styleguide • technical support
• audio tracking • audio refresh • audio extensions
Elias Arts Brand Identity Process
Since people have ears shouldn’t brands have voices?
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