Monday December 18, 2006

New audio branding blog: Intentional Audio Identity

I'm going to stop hiding behind that wall of sound and point you to a new blog that I've been maintaining for the past few months: Intentional Audio Identity is the only English-language blog that's focused on the role of sound as an extension of brand.

Yes, there are plenty of music blogs. Yes, there are plenty of business blogs. And quite a few about music and business, too. At this site, however, I explore music, sound and voice as defining a brand, much in the same way that visuals define a brand.

This site explores the role of audio as an intentional, thoughtful extension of brand expression...whether it be it in the form of a simple sonic logo or the larger, multi-faceted lens through which customers experience a company.

Most companies spend millions of dollars on auditory communications, with very little of that influenced by strategy. (Called your call center lately?) That's a wasteful investment. I figure it's time we change this. It starts, perhaps with a conversation over at the site.

I'll still be posting on broad-based brand-experience issues here, but in the meantime, you now have yet one more bookmark/RSS feed to distract you from your job. Merry Christmas.

Monday November 06, 2006

Lessons learned from the MP3 Poll

Following up from the "Power of Sun" MP3 poll I threw out there a couple of weeks back -- there's plenty to say. But I do plenty of talking around here. You guys had your turn, and quite honestly, you've given lots of food for thought. So let's start there.

 While many of you thought this sounded comicly awkard -- my feelings as well -- Fritz makes a great point: "Corny? You bet...I think if used in a self deprecating way, these music art forms have value."

My take is that this is not the kind of sound that should represent Sun on the front door, as the first thing someone hears when they hear the Sun sound. (Although I have a feeling that from time to time it has done just that, especially its presence at ZD Net UK's corporate anthems site.) However, it is a dose of personality that represents some of the people in Sun: just like most of us, they like to let loose a little, and they did so with music.

There's a place for personality in every company. It's usually in the hallways and collaborative spaces that become home to like-minded groups and individuals with something in common. That place is not on the forever-visible public-facing internet. Especially given the legal grey are we venture into when it's a note-for-note song cover. Yikes.

All of which brings us to the larger point -- and this is something every design manager in a large company can relate to, I'm sure: individual creativity must be encouraged, cultivated, and put in a spotlight...all in the right context. And my goal in developing the Sun and Java audio brand is to ensure we have a platform for that context.

Why? Tag explains it nicely: "It's a very obvious example of how a known song can completely obscure
a brand. The message even if it is on brand is never heard and a conection between brand and consumer is never made because of that initial visceral reaction. I would argue that this is also true of songs where the reaction is positive. Isn't the brand message obscured then as well?"

Indeed. Which brings us to the next necessary conversation for all of us: how do you define a clear brand message with music, sound and voice? One that we as an organization can rely on, and one which evolves as our brand evolves?

Brilliant questions! And I have answers. Specifically, some answers, some questions, and some more noodlings, all of which, with your participation, may just lead us to that promised land we like to call Clarity. Stay tuned.
 

Wednesday October 18, 2006

"The Power of Sun" MP3 poll. Listen and participate.

I'm conducting a little experiment -- I'd like to know what you think about this "Power of Sun" song (MP3 link). According to ZDNet UK, it was about as official of an anthem as it gets when it was produced back in 2003. It's no longer officially "on-brand," but I'm curious to hear your reactions to this.  Here's your chance to share.

Three simple questions to this completely unscientific poll:

1. Like it, or disklike it? Why?

2. Can you provide any adjectives to describe this song? (Don't worry, you don't need to be a music expert. Simple adjectives like "energetic," "provocative," or "depressing" work just fine.)

3. Are you employed by Sun? If so, how long have you been with Sun?

That's it -- listen away and let me know what you think by adding a comment. You can identify yourself or post anonymously. Alternatively, you can mail me at noel dot franus at sun dot com and I'll add your comments to the tally.

Polling will stay open until Monday, noon Pacific time, and I'll post the results in the evening. Thanks.

Friday September 22, 2006

Audio Identity at AIGA Gain

Great news: we'll be heading over to New York in October to present to the AIGA Gain / Business + Design conference in late October.

I'm at the point where, after a number of Sun-only presentations on audio branding and the recent IDSA national conference, there's more than enough material to work with. But it always evolves. F'instance, here's something that may just seep into a future conversation -- stay tuned:

One of the core concepts of "good" or intentional audio branding I've been thinking about lately is that those who "get it" benefit from a smart, brand-centric approach to music, sound and voice.

Two companies come to mind as specifically having come a long way in this matter: Apple and Starbucks. Oh great, you're thinking, more brandspeak about Apple and Starbucks. But bear with me, this one's new.

The very few companies that have built a strong audio brand -- BMW, Coca Cola, Harley-Davidson, etc. -- have done so by using sound to either: a) create a connection with customers via promotional/marketing/advertising ("Always Coca-Cola;" Intel chimes; N-B-C); or b) reinforce the brand by integrating brand values into the user experience (BMW's 200+ acoustical engineers working on the controls and overall interior timbre of the driving experience; Harley's acutely calibrated tone; Cheetos' crunch etc...).

But very few have shot past all that with sound. Apple and Starbucks are two such companies -- not only have they used sound for both those purposes, they've built it right into the heart of their business strategy.

In case you're not getting it, I should mention a coupla products that have altered the course of modern culture: iPod and iTunes. Of course Apple's always had the vision of being at the hub of a "digital lifestyle," but had they really imagined their modern success 15 or so years ago, when they were a nifty little computer company? (Or better yet, 10 years ago, when they were a not-so-nifty little computer company?)

Meanwhile, Starbucks uses their Hear Music sub-brand quite well; these Starbucks coproduced CDs available at the register don't merely extend the brand or provide extra cash for the man behind the curtain; they reinforce the brand -- it's not coffee, kids. It's a lifestyle.

In both cases, it's encouraging to see companies moving from simple commodity providers to major pruveyors of creative cache. And it's due in no small part to them leveraging our emotional connection to sound.

Let's talk more in NY. See you at Gain?

Wednesday September 06, 2006

Corporate anthems

I've mentioned in the past some funny little corporate anthems -- Apple, Starbucks, etc. But in doing some research work for a few presentations, I've come across this golden nugget -- a ZDNet UK list of many of them.

Consider it a snapshot of your awkward teenage years. But instead you're a company. And it's not a photograph of you looking silly...it's music you made that was downright laughable. Enjoy.

(Be sure to read/listen to the story about the AT&T executive who insisted on writing, performing and distributing company-wide a CD with his clearly gifted performances. It doesn't get any better...)

Thursday August 03, 2006

Sonic branding, the mashup version

When I introduce the concept of "audio branding" to people unfamiliar with it, one of the easiest ways to talk about it is in terms we're already familiar with -- you know the Intel chimes, the Yahoo! logo, and you want to teach the world to sing. At its simplest, purest form, it's a way of creating sounds that suit the brand for strong identity in an otherwise overbanded marketplace.

Alternatively, it's just as easy to demonstrate the role of sound in our lives when you talk about sounds that clearly don't fit a brand: imagine, for instance, a Rocky soundtrack written by Barry Manilow. or Tony the Tiger that featured the voice of Clara Barton (Where's the Beef!)? Or a Harley Davidson that zipped down the street with the sound of an electric scooter. The cache that we associate with these brands would be about as flat as Floyd Landis' cycling future.

Fortunately, someone's taken the time to do some real-world subverting for us. No, I'm not talking about your call-center -- which I guarantee is losing you customers right now -- but something a bit easier to laugh at: music for Gap commercials that didn't make the cut. Happy lunch-hour clicking.

(As for that call-center your company uses: go ahead, I challenge you to give it a ring and sit through it like a real prospect or existing customer would. Does the system -- decision-tree, voices, music -- work for you or against you? Are you gaining brandshare, customer loyalty and revenue? Or losing it? If the answer is the latter, don't worry, most of your competitors probably haven't caught onto their problems, either. But they will soon...)

( Aug 03 2006, 11:38:01 AM PDT ) Permalink

Wednesday July 12, 2006

Audio branding quick hits, July 12

-- Go and play: Musiclens recommends music for you based on tempo, mood, color, etc. Very similar to ColorofMySound.com, but with a few more attributes for better and worse.

-- More playing: Paul and the cool gang at Rumblefish recently launched their Music Licensing Store, which provides pre-cleared music for immediate purchase and download. Normally, the process of using licensed music requires many calls to many agencies (or the help of a highly paid middleman named Muzak) to get what you need in a legal fashion. No more. It's about time someone relieved that nightmare of a digital divide.

-- Come and listen: I'll be speaking on audio branding at the Industrial Designers Society of America National Conference in Austin this September. Fritz Doddy from Elias Arts and I will provide an insider's peek into the Sun audio-identity creation process, and we'll also touch on some of the larger themes related to brand-boosting via product sonification. (Kudos, BTW, to Scott, Rayan, Fritz and Glenn for helping make our audio brand as powerful, innovative and mind-numbingly excellent as it is.) Join us, won't you?

( Jul 12 2006, 03:57:20 PM PDT ) Permalink

Wednesday February 08, 2006

"This is what a Honda sounds like."

Honda's done quite a bit of work in the strategic-audio sphere, most notably with the "voice of Honda" being that of Garrison Keillor for most their commercials.

Now, Honda UK's done something radically different with the ad launch for their Civic: they've created a Honda Choir -- a collection of professional singers who emulate the audio experience of driving/being a Honda Civic. The commercial is amazing, and the behind-the-scenes documentary is superlative.

Link: http://www.honda.co.uk/civic/?campaignid=CM038200W01D. (Click "Watch" from the main site categories.)

Thanks to Marney for the tip...

( Feb 08 2006, 12:40:25 PM PST ) Permalink

Friday February 03, 2006

More audio deliciousness: Super Mario Bros. interface sounds

Following up yesterday's note on well-intentioned but utterly misdirected corporate anthems, here's a link to fun and functional audio branding: it's the Super Mario Bros. audiosound super-sound synthesizer (Flash).

( Feb 03 2006, 11:40:57 AM PST ) Permalink

Thursday February 02, 2006

When good brands sound bad.

Parody comes to life. More specifically, to corporate life. Strap on your seatbelts for...

"Apple II Forever," from an Apple Developer Connection CD way back when (thanks Jaime!)

We Built This Starbucks on Heart and Soul (heard at the Starbucks Licensed Stores Awards ceremony, a celebratory/motivational leadership conference)

and finally...The KPMG Song.

Enjoy. ( Feb 02 2006, 06:05:08 PM PST ) Permalink