Environments for innovation are developing and changing faster than ever. In a globalized world of business, the right form of communication for the respective innovation might attract the interest of management.
Generally, communication of innovation is about “commercializing innovations successfully”. This especially takes place in ‘customer’s heads’ when customers come to recognize an innovation as a real innovation and it is far more than just presenting a new product or service. It seems to be important to strategically plan communication inside and outside of the company’s boundary.
The goal of this paper is to strategically define the message which is supposed to be delivered by the sound (sound for JOSEPHS® Nuremberg) and to determine the respective criteria for the sound being created. After theoretical definitions and this strategically preparatory work, there will be notes about the sound creation phase and a short conclusion.
Table of Contents
1 What is JOSEPHS®?
2 What is Sound Branding?
3 Who are the target audience?
4 Brand Sounds
4.1 Types of Brand Sounds
4.2 Examples of Sound Logos
5 Survey
6 Morphological Box
7 Sound Creation
8 Conclusion
9 Bibliography
Research Objectives and Topics
The primary objective of this paper is to strategically define the audio message for the JOSEPHS® innovation project and to establish the specific criteria necessary for creating its unique brand sound identity.
- Theoretical foundations of Sound Branding in innovation management.
- Empirical analysis of target audiences and their specific needs.
- Comparative evaluation of various Brand Sound types (Sound Logos vs. Jingles).
- Methodological application of a morphological box to derive sound attributes.
- Practical implementation of an audio identity using sound creation software.
Excerpt from the Book
4.1 Types of Brand Sounds
While Sound Branding or audio branding describes the general concept of utilizing sounds to convey a certain message for a company, there are a plethora of different techniques in use today. In the following section an overview of the most widely spread Sound Branding formats will be given.
Almost obligatory for every company with broadcast advertisement is the use of a distinct Sound Logo. This short sequence of notes is designed to provide a clear recognition of value for the listening customer.
Another widespread application is the Jingle. Usually a bit longer than a Sound Logo, it uses speech or vocals to symbolize the company or product name, or its slogan to the listener (Völckner et al. 2011, p. 316). Often a Jingle utilizes a brand voice: a prominent voice actor in this field is Manfred Lehmann who provides the German voice overs for actor, Bruce Willis who has lent his voice to companies like World of Nightlife in Nuremberg or the Praktiker hypermarket chain.
Other techniques are used for creating a certain atmosphere in the background of a commercial or website experience: While background music often features existing instrumental music, a soundscape is a specifically created sequence of more abstract sounds to match the accompanying imagery (Kastner 2008, pp. 70-71).
Finally there are also more elaborate ways to use Sound Branding in a company: the brand song. This full length title is often separately distributed and if successful can impact upon the company’s public perception for a long time, such as the hugely successful “Barcadi Feeling (Summer Dreamin’)” by Kate Yanai was able to do (Steiner 2009, p. 45).
The table below provides a more detailed view of the characteristics and attributes of each type.
Sound Logo and Jingle are the most popular methods and can be used in most advertisement-related scenarios and. Therefore the author elected to pursue these two options for the development of a JOSEPHS®-specific Sound Branding in this paper.
Summary of Chapters
1 What is JOSEPHS®?: This chapter introduces the JOSEPHS® project as an innovations theme park and open laboratory for service development in Nuremberg.
2 What is Sound Branding?: This chapter defines Sound Branding as a strategic tool within brand management and explains how it extends visual communication with an audio identity.
3 Who are the target audience?: This chapter analyzes the primary target groups of the service factory, specifically users and customers, and justifies why they must be addressed simultaneously.
4 Brand Sounds: This chapter categorizes different audio branding formats and evaluates their suitability for the JOSEPHS® project.
4.1 Types of Brand Sounds: This section details specific formats like the Sound Logo, Jingle, background music, and soundscapes.
4.2 Examples of Sound Logos: This section presents well-known industry examples to identify core attributes for an innovative sound.
5 Survey: This chapter outlines the empirical study conducted with 50 participants to determine user preferences for sound attributes.
6 Morphological Box: This chapter applies a morphological analysis to synthesize collected data into concrete criteria for the creation of the JOSEPHS® sound.
7 Sound Creation: This chapter documents the practical realization of the brand sound, incorporating a heartbeat as the basis and a "bing-tone" to symbolize innovation.
8 Conclusion: This chapter reflects on the sound development process and suggests future strategies for the dissemination of the audio brand.
9 Bibliography: This chapter provides a comprehensive list of all academic and professional sources utilized throughout the research.
Keywords
Sound Branding, Audio Branding, JOSEPHS®, Innovation, Sound Logo, Jingle, Brand Identity, Marketing-Mix, Morphological Analysis, Service Innovation, Consumer Perception, Acoustic Presence, Brand Awareness, Emotional Connection, Brand Song
Frequently Asked Questions
What is the core subject of this paper?
The paper focuses on the development of a strategic Sound Branding identity for JOSEPHS®, an innovation project located in Nuremberg.
What are the central thematic fields covered?
The themes include brand management, the strategic use of audio in marketing, customer perception of innovative sounds, and the practical implementation of sound design.
What is the primary research goal?
The goal is to strategically define the audio message for JOSEPHS® and to establish measurable criteria that guide the creation of its brand-specific sounds.
Which scientific method is utilized?
The research combines a literature review with an empirical survey of 50 participants and uses a morphological box approach to systematically categorize and select optimal sound attributes.
What is addressed in the main part of the work?
The main part covers the theoretical definition of Sound Branding, an analysis of target audiences, the categorization of sound formats, an empirical survey of sound preferences, and the technical creation process using software like Ableton Live.
Which keywords best characterize this work?
Key terms include Sound Branding, Innovation, Sound Logo, Jingle, JOSEPHS®, Brand Identity, and Morphological Analysis.
Why was the "heartbeat" chosen as a basis for the sound?
The heartbeat was chosen to symbolize vitality and the progressive nature of the idea transformation process at JOSEPHS®, helping to build tension before the "bing-tone" representing a new idea.
How were the survey results implemented in the final sound design?
The survey results indicated a preference for a sound length between four and ten seconds and suggested that the sound should be available in both versions with and without speech, which guided the final production.
- Citar trabajo
- Johannes Köck (Autor), 2014, Sound Branding for JOSEPHS®. Brand Sounds and Sound Creation, Múnich, GRIN Verlag, https://www.grin.com/document/378118
