Creating Sonic Signatures

Harvey, Steve
October 2010
Pro Sound News;Oct2010, Vol. 32 Issue 10, p40
The article focuses on Audiobrain LLC, a sonic branding company in Manhattan, New York City that creates brand identity, leverages, and manages its implementation. It says that the company has created guidelines for sonic branding processes which allows their teams to know the suited sonic element, popular artists, and key signatures for the advertising of the brand. Audiobrain owner Audrey Arbeeny emphasizes the increasing demand for a more multi-touchpoint and immersive brand sonification.


Related Articles

  • STRIKE UP THE BAND. Conley, Lucas // Fast Company;Jun2008, Issue 126, p50 

    The article discusses the collaboration of Audiobrain and NBC for the 2008 Summer Olympic Games in Beijing, China. Audiobrain will be working with NBC to design the musical soundscape for the Games. The article also introduces Audrey Arbeeny, an audio archivist and cofounder and executive...

  • Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude. Panda, Tapan K.; Panda, Tapas K.; Mishra, Kamalesh // IUP Journal of Brand Management;Jun2013, Vol. 10 Issue 2, p7 

    The paper attempts to assimilate the current thinking on the use of emotional appeals in advertising, positioning and communication in order to build a favorable attitude towards a brand. It elucidates the areas where emotional appeals would work best, while pointing out the possible pitfalls in...

  • The third way.  // Marketing (00253650);5/5/2010, p18 

    The article discusses the strategies for companies that will help them build loyalty and recognition in an established market. One strategy is to adopt a challenger brand positioning that has become the default choice of minority brands. Another strategy is segmentation like concentrating of...

  • The benefits of a brand style guide. MANTERNACH, LYNN // Corridor Business Journal;7/7/2014, Vol. 10 Issue 50, p11 

    The article offers information on the development of brand style guide and its benefits. Among the four elements of brand style guide are company philosophy, logo usage, and brand tone and personality. It notes that the guide helps vendors, employees, and partners to communicate and use the...

  • Go that extra mile.  // Marketer (1743-5528);May/Jun2013, Issue 88, p40 

    A description of the courses offered by the Chartered Institute of Marketing in Great Britain in 2013 are presented, on topics including brand identity on August 20 and December 4, brand masterclass on June 6, and marketing the brand on July 8 and October 14.

  • Telcos, banks dominate China brand ranks.  // Media: Asia's Media & Marketing Newspaper;1/10/2008, p5 

    The article highlights the Best Brands league in China. According to Interbrand's 2007 league table, China Mobile, China Construction Bank and Bank of China ranked top three on the list. Their brands were valued at $42.3 billion, $11.2 billion and $11.1 billion respectively. Further, Chinese...

  • Take control of your universe. Adamson, Marksteen // Design Week;10/1/2009, Vol. 24 Issue 39, p17 

    The article offers the author's insights on the creation of brands. The author relates his experience of having engaged to advertising and television (TV) advertising, where he has started with ST Kea, a brand identity, and with Tetley's new product range, Good Earth. The author states that...

  • Notes and Comment.  // New Yorker;2/28/1977, Vol. 53 Issue 2, p23 

    The article reflects on the relevance of endorsements, the means by which the appeal of a product is enhanced with a figure of commanding authority. An endorsed product is meant to have a reality of its own while the endorsing figure promotes the reality of the product into more attractive...

  • The power of celebrity endorsement: Do celebrities add value to a brand campaign? How to get the best and what to expect in return. Cummings, Paula // Journal of Sponsorship;Sep2007, Vol. 1 Issue 1, p67 

    Twenty-first century Western civilisation has a near obsession with the lives and loves of celebrities, whether they are A-list superstars or the product of a plethora of reality television shows. In a culture where a tactically placed photograph of a celebrity can increase a publication's sales...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics