In an initiative designed to create a seamless and three- dimensional sound experience for the Xbox 360™ video game and entertainment system from Microsoft, NewYork based sonic branding firm Audiobrain has developed an audio strategy that will be experienced across many customer touchpoints in the years to come. By bringing a clear and consistent “voice” to the Xbox 360 experience, Audiobrain believes its sonic branding initiative for the Xbox 360 will help revolutionize the way the consumer interacts with the brand on multiple levels, creating a consistent personality while completely differentiating the sound of the Xbox 360 from any of its competitors.
Russ Glaser, Xbox Group UI Design Manager says, “When we set out to bring the Xbox 360 to life by infusing a sonic landscape, we were not looking for a sound design company, we were looking for a group that lived sonic branding. Audiobrain is that company. They developed a sonic dialogue that completed our established design language”.
In addition to the full Xbox 360 product sonification, which includes sound for the user interface, bootup animation and sonic signature, Audiobrain also created additional branded soundscapes for both the MTV Reveal Telecast, and the Xbox 360 E3 Briefing Event, held at the Shrine Auditorium in Los Angeles on May16th. Additionally, Audiobrain created a Dolby 5.1 surround sound mix for use in movie theatres and other venues.
When sound is used as a branding tool we can significantly give voice and add equity, and are extremely happy that the Xbox Branding and Product teams place such a high value on audio and its branding capabilities.” Orlena Yeung, Xbox Global Brand Marketing Manager explains, “As we evolved the Xbox brand, we firmly had in mind to create a multi-sensory interaction with the consumer. Working with Audiobrain, we successfully gave the brand a new dimension through audio that we didn’t have previously.
Audiobrain is involved in a sonic branding initiative for Design Management Institute (DMI), an esteemed organization that we have been longtime members and sponsors of. In 2008 we created branded music for the conference environments. In 2009, DMI rolled out its new visual identity and we created a sound logo and scored the brand video DMI : You Are Connected.
Audiobrain has developed a long-term sonic branding strategy, sound logo, customized radio stations for retail environments, and hand crafted door slides that play the sound logo. Hear VP of Marketing Jim Craig discuss the ongoing sonic branding initiatives.
Audiobrain has been a longtime sonic branding partner with IBM, having completed 28 projects to date including product sonification, corporate videos, interactive, events, web, conferences and prototyping. Audiobrain’s role is to bring a consistency to the tone and feel across the brand globally.
Choosing IBM: This is an excerpt from an internal brand positioning video that was met with overwhelming success.
Routes to market: This is an excerpt from an interactive marketing educational tool.
Audiobrain is involved in a long-term branding initiative for Brand ManageCamp since 2006, a highly innovative conference focusing on breaking the boundaries in branding. Thought leaders from around the world gathered in Denver October 2-4. In addition to a branded theme for the conference, Audiobrain also created day-part variations for uses such as alerts, session opens, breaks and executive walk-ons. Audiobrain also served as music supervisors and hand-selected on-brand music and brand-appropriates artists for the reception events on both nights!
As part of our ongoing sonic branding initiative with Brand ManageCamp, the speakers now have video introductions for this year’s conference, to be held in Las Vegas October 5-6, 2009. Audiobrain is a proud sponsor of Brand ManageCamp and composed the video bookends for the speaker profiles!
Sonic branding is on the rise. More and more companies are recognizing the value and power of audio. Even though the concept of audio identifiers is nothing new, there are countless new ways to harness the power of sonic branding.
BUILDING A FOUNDATION
New York City’s Audiobrain (www.audiobrain.com) is smart about what they do. Owner/ executive producer Audrey Arbeeny names Microsoft’s XBox 360, Virgin Mobile USA, IBM, McDonald’s and four Olympic broadcasts for NBC as recent projects.
Audiobrain goes beyond short mnemonics and has a much broader approach. “Sound branding is the strategic development and deployment of a consistent voice and point of view of a brand,” she says. “We are there putting in the foundation of the house, sonically speaking. Everything else gets built on top of that.” On most projects, Audiobrain is involved in the sonic development very early on. “Most of our clients bring us in at the very beginning when the concept for the logo, or visual, or the product is being designed,” says Arbeeny. “We normally get brought in from the client or a branding firm or a design firm, so we are dealing with the corporate identity people and the brand managers directly. We work heavily on the strategy side, so if there is something strategically the sound needs to accomplish beyond creatively, we are looking to include that within our sound.” (more…)
*scroll ahead to 4:20 in the video to see Audiobrain in action if you are short on time.
Brand Attributes:
Bold
Social
Clear
Cool
Author David Meerman Scott sings praises of Audiobrain. We had the pleasure of working with David after he contacted us to compose him a theme song for his branded identities. David is a true jet-setter, traveling the globe spreading positive vibes of global marketplaces. David shows us how everyone is connected – even more closely than the famous ’six degrees of separation’ in many cases, we just have to wake up and see it!
If you ever have the opportunity to see David speak live, seize the day! You will be inspired, we guarantee it. And don’t forget to listen to the music as he gets to and from the podium – you’ll be able to hear some wholly original Audiobrain music.
All of us here at Audiobrain are huge sports fans, and when we had the chance to create a national anthemic theme for Major League Soccer we were very excited. Now, every time you witness a professional soccer game, you’ll get pumped up by the music as the players enter the field – just know that it came from us!
This theme is now everywhere from Rhapsody, to iTunes, to eMusic. Just so you can fully appreciate how universal this piece of music is, here are some examples of our theme in action:
A short Documentary on the Theme and what is means for the entire League:
Brand Attributes:
Elegant
Traditional
American
Optimistic
Gladiator/Warrior
Sophisticated – on par with other world soccer leagues
Audiobrain's unique expertise in sonic branding, strategic planning, original composition by our six award-winning composers, sound design, editing, mastering, music licensing, coding, and high end implementation is unparalleled in our industry.
