Program-Highlights of the 2. International Audio Branding Congress

(PresseBox) ( Hamburg, )
The Audio Branding Congress is going into its second round. This is a good reason for setting higher standards. In over 15 lectures, panel discussions and case studies, branding and sound experts from across the world will talk about the effective implementation of music and sound in brand communication. In addition, the Audio Branding Academy will present results of a specially designed study with market data of the industry. The 2. Int. Audio Branding Congress will take place in Hamburg on November 5, 2010.

Currently Multi-Sensory Marketing is on everyone's lips. Companies are increasingly turning away from the mono-sensory positioning of their brand and directing their attention to engaging consumers' multiple senses in their brand communication. At the Audio Branding Congress we will show how sensory brand experience can be created by implementing music and sound. We will present acoustic case studies used in common marketing practice by international companies.

Best Practice Cases - How does your brand sound?

The five case studies shown at the congress are part of an advertised bidding by the Audio Branding Academy for best practice cases to the themes Audio Branding, Corporate Sound and Music Marketing. The best case studies were selected by the public via online voting.

- Case Study: Siemens

Speaker: Jürgen Barthel, Siemens
Marcel Kloppenburg, MetaDesign AG, Berlin

Siemens has been working on a brand sound since 2003, optimizing it over the years until it was completed. Today the elements Corporate Music, Corporate Soundscape, Corporate Voice and Audio Signature have grown into an integral part of the brand. The MetaDesign AG is Siemens' agency partner.

- Case Study: DATEV eG

Speaker: Claus Fesel, DATEV eG
John Groves, GROVES Sound Communications, Hamburg

The software house DATEV from Nuremberg is a B2B company with no significant above-the-line- advertisement. However sound branding is an important tool in positioning their brand, which shows effective in touchpoints such as fairs, events, Pos and phone waiting loops. The Hamburger Agency GROVES Sound Communications is responsible for the Sound Indentity of DATEV.

- Case Study: How does Amsterdam sound?

Speaker: Michiel Cremers, MassiveMusic, Amsterdam

The agency MassiveMusic was assigned to catch the sound of the city Amsterdam. The sound was created by implementing elements of sound from the streets, such as barrel-organs, church bells and accordion into a modern music composition. The sound is used in touchpoints, such as the city's homepage, call centers and city events.

Among the five chosen case studies are also CNN International/Expansion Team (New York, USA) and Unimed Rio/Zanna Sound (Rio de Janeiro, Brazil), which will also be presented at the congress.

Audio Branding Barometer 2010- First results

The presentation of the results of the international branch study Audio Branding Barometer is another program highlight. The Audio Branding Academy conducted this study in September 2010. Their aim is to deliver valid and comparable market data for this industry every year. Agencies from 13 countries had participated in this year's study.

The study shows clearly that Germany, Great Britain and the USA are the global centers in this branch. Approximately half of the agencies participating in the study had started business during the last 10 years. Audio Branding is a comparably young branch.

Another striking fact is that Audio Branding seems to be a business run by smaller specialized agencies. The big players are not (yet) greatly involved. (78% of the agencies have less than 11 employees, 13% between 11 and 20 employees).

Media enterprises, telecommunication and pharmaceutical companies are the most frequent customers. The highest revenues are achieved in retail business, food industry and financial services. Audio logos/jingles, sounds for phone waiting loops and CI-compliant music for advertisement spots are most frequently requested.

Overall, participants in this branch see an increasingly positive development for the future. First results of the study can be downloaded here.

The second Audio Branding Congress takes place in the conference rooms of the dialogue in the dark in Hamburg on November 5th, 2010. Attendance is limited to 150 participants. Tickets can be ordered under

The full congress-program can be found at:
All press information can also be found within the download area at:
Press accreditation: Email to
More information:

Kindly supported by

GROVES Sound Communications,
Sonus GmbH,
Delta SenseLab,
Nomos Verlagsgesellschaft mbH & Co. KG,
Medienstiftung Hamburg - Schleswig-Holstein,
Werbeblogger and Friends,
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