1. 1. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Sound Branding Darren Ingram Centria University of Applied Sciences Pietarsaari, Finland April 2015 This presentation has been slightly modified from the delivered Keynote version and certain multimedia effects removed due to limitations of Slideshare and PowerPoint.
2. 2. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram A very common marketing element that many people dont know about!
3. 3. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Important! Listen carefully and note down what might be familiar to you. Think why it might be! Clue: +1 Splitshire
4. 4. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Sound Branding A relatively new marketing tool, that has been around for quite a long time. A creative process that is capable of building brand recall through the use of sound marks. Can form part of a wider audio branding and audio marketing process, yet remains standalone.
5. 5. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Scientific Background The potential of music (and any sound mark) to plant a marker in the mind of the listener, building on primitive processes to conjure up images and feelings that might not be reflected in memory (Mohana 2013). This tends to build upon the science of classic conditioning or the conditioned reflex, more commonly thought of as the reaction Ivan Pavlov obtained with his laboratory dogs when a bell was sounded and how the dogs expected a reward after hearing that sound.
6. 6. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram National, Period-specific Many sound marks are restricted by usage to a national or even regional market. Some sound marks may fall out of use, or be amended, due to changing circumstances.
7. 7. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram International Other sound marks emerge from a national marketplace into an international setting. They are even capable of changing or forming language and becoming part of a cultural epoch.
8. 8. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram History Sound marks, as recognised today, started to emerge in the 1920s in the film and radio industries. Primarily as an internal signalling method, rather than a brand identity device. Radio jingles, ice cream vans and even churches have sound branding devices for their marketing.
9. 9. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Regulation Regulation has been slow to keep up, trade mark registration first started (a mark used from the 1920s) in the early 1970s. Even today registering a sound mark is not an easy process, even though trade mark registries accept trade marks without text. Some trade mark owners have given up, such as Harley-Davidson, Inc. and its potato chug sound.
10. 10. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Creation It is more than throwing a few effects together. Is the intended mark appropriate to the organisation, its overall brand impression, etc. Can the mark be sufficiently unique and utilised not to be lost in the noise? Consideration should be given to use situations and adaptability.
11. 11. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram B2C vs B2B Audience Invariably the prime recipient of sound mark marketing will be the customer, thus suitable for B2C applications. However primarily B2B companies can use sound marks within B2C marketing applications.
12. 12. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Sound Mark? (C)NokiaCorp&Assignees
13. 13. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram distinctive sound comprised of the following musical notes: e, d, f sharp, g sharp, c sharp, b, d, e, b, a, c [ , ] sharp, e, a. - Nokia Tune as described within its registration as a sound mark at the U.S. Patent and Trademark Office in 2000. Not unique! From Francisco Trregas Grand Valse composition for Spanish Guitar (1902) and used in a 1992 advert. In 1993, four measures were extracted and a new ring tone and audio identity was born (Juutilainen et al. 2006).
14. 14. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Annoying People? The tune lives on, reimaged and revised many times. Has it lost some of its charm with change? needs to strike a good balance between being inoffensive, having character, being audible and recognisable. It cant be vanilla it needs to have its own personality - Nokias head of sound design (Luke 2014).
15. 15. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Inspiring People? A homegrown mix culture developed. Nokia did not clamp down on unauthorised modifications of its trade mark. It even launched a remix competition in 2011: Over 2,800 people from 70 countries created 6,238 different versions and the winning entry became a special dubstep edition distributed by Nokia (Luke 2014). This won.
16. 16. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram People Listen! Nokia Tune has been the default ring tone for over 20 years, with billions of devices being sold during this time. Nokia estimate that at least 10 per cent of telephone users do not change their devices default ring tone. With an ultra-conservative estimation, allowing for an average of half-a-dozen incoming calls each day, that is a lot of brand identity being propagated through a short sound mark (Luke 2014).
17. 17. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Bad Timing? https://www.youtube.com/watch?v=uub0z8wJfhU https://www.youtube.com/watch?v=uub0z8wJfhU
18. 18. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram B2B Joins In Intel Corp. introduces a 1991 business development and partner support programme called Intel Inside. By 1994 it had introduced the Intel Bong which has been reimaged over time. The mark is used primarily in B2C advertising with partners. Focus group research noted the sound of the notes was at least as important as the melody itself, with only 80 per cent of participants recognising the correct melody if played on a violin versus 100 per cent recognising it as the correct sound, even when a rogue additional note was added to the mix (Intel Free Press 2014).
19. 19. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Partnership B2C (C)Elgiganten https://www.youtube.com/watch?v=uub0z8wJfhU
20. 20. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Who made the product just advertised?
21. 21. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Conclusion Sound marks can work for some companies, sometimes. Today with online media, sound marks can level the playing field for companies if they gain traction. Yet they have the potential to annoy, irritate and sink without trace too.
22. 22. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram Questions? Darren Ingram darren@ingram.fi linkedin.com/in/DarrenPIngram about.me/DarrenPIngram One final sound mark!
23. 23. 2015 Darren Ingram. All links are correct at the time of publication. No endorsement or specific recommendation is made unless clearly stated. DarrenIngram.com About.me/DarrenPIngram References & Credits The use of various trade marks and intellectual property for education purposes is acknowledged. NBC Universal Media LLC (USPTO 72349496/916522), Metro-Goldwyn-Mayer Lion Corp. (USPTO 73553567/1395550), Twentieth Century Fox Film Corporation (USPTO 75143671/2158156), AT&T Intellectual Property II LP (USPTO 73791547/1573864), MCI Communications Corp. (USPTO 74022482/1620415), Twentieth Century Fox Film Corporation (USPTO 76280750/3411881), Rovio Entertainment Ltd. (EUCTM 011074705), Campbell Foods Belgium NV (EUCTM 011383916), Samsung Electronics Co. Ltd. (EUCTM 010137594), Nokia Corp (USPTO 75743899/2413729), Intel Corp. (USPTO 75332744/2315261), Warner Bros. Entertainment Inc. (USPTO 75934534/2469364). Intel Free Press. 2014. Intel Bong Still Going Strong After 20 Years. Santa Clara: Intel Corporation. Available: http://www.intelfreepress.com/news/intel-bong-chime-jingle-sound-mark-history/8390/. Accessed 2015-04-01. Juutilainen, E.-M., Kukkula, T., and Everett, A. 2006. Lukion musa. 1, Intro : musiikki ja min. Helsinki: WSOY. Luke, P. 2014. Nokia Tune: more than just a ring tone. Seattle: Microsoft Corp. Available: http://lumiaconversations.microsoft.com/2014/04/25/nokia-tune-just-ringtone/. Accessed 2015-03-15. Mohana, M. 2013. Music & How It Impacts Your Brain, Emotions. Newburyport: Psych Central. Available: http://psychcentral.com/lib/music-how-it-impacts-your-brain-emotions/00017356/. Accessed 2015-02-07.