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.

Sonic branding by Audiobrain: Xbox 360 Sonic Branding: Official Sound Logo

This is the official sound logo created by Audiobrain, and is also part of the bootup animation. The sonic signature is a reflection of the Xbox 360 – you can hear the human energy, duality, cultural diversity and excitement.

Click here to view the embedded video.

Sonic branding by Audiobrain: Xbox 360 Product Sonification

Audiobrain developed the sonic branding strategy and product sonification for the Microsoft’s Xbox 360.  Hear the product sounds in this video!

Click here to view the embedded video.

Sonic branding by Audiobrain: Xbox 360 Co-Branded Environment

In crafting a quality sound logo, there is also a short version created that can live along side another sound logo in co-branded situations. Here’s and example of EA/ Xbox 360 sound logos in a co-branded environment.

Click here to view the embedded video.

DMI Sound Logo

DMI “You Are Connected” Brand Video

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!

http://www.managecamp.com/bmc2009

SONIC BRANDING

Ron DiCesare

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.”
Arbeeny realizes that sonic branding creates a clearer objective for their clients, resulting in efficient use of time and resources. “It’s important for a client or an advertising agency to understand how sound branding can be used and to have a tangible guide to follow. That actually makes everything much clearer and much simpler than when you ‘one-off’ everything. A client can then share and revisit assets so that they are not going back every time on each project starting from scratch.”It’s really just a smart way to develop sound,” she continues. “We create a framework that identifies the key iconic elements, like for the XBox 360 — it’s the breath at the end. And then every sound that comes after it gets put through this filter, or criteria, so that these attributes are spoken over and over again. It’s a blueprint, and to me, this is so logical because you are not only creating a consistent experience of a brand with the consistency of sound, but you are also getting a better return on your investment. That’s because your sound assets are appropriate and are on brand so that many people can use them throughout your company for many different things. Ultimately, it’s less expensive over time, contrary to what people normally believe.”

Today’s ever-changing world creates ever-changing media and outlets for a brand. “It’s important to realize how transparent things are and how quickly things go from one medium to another,” shares Arbeeny. “Things go from being a commercial to being on YouTube, then it’s on on-demand, it’s on mobile. Therefore, it becomes extremely prohibitive to use other people’s music, for example. You might be okay in one environment, but not in another. That’s why for Major League Soccer, we created their own brand theme. So now, it can be used for ring tones, iTunes, when they walk on the field, a tag for TV broadcast; they can do what ever they want in a variety of media. There are no barriers and there is no liability for them. The more we get into many different forms of [media], the more important it will be to create your own audio assets. And it’s important economically to create sustainable and sharable assets that are your own. And that is why this is becoming an even larger industry.”

Arbeeny stresses the importance of audio assets. “We create and help our clients find what space they can own sonically, what is unique to them, and what differentiates them from their competitors. Sound logos are of tremendous value, but it goes beyond that. Many people don’t think that the music they hear on hold is sonic branding. They don’t think that the voice of customer service is sonic branding. For example, I called one company’s call center and the voice they had on hold sounded like a 70-year-old chain smoker. It was so off brand from what that company really was that it was very surprising. So, yes, this applies to sound branding. It doesn’t have to be musical, it could be a voice, it could be sound design, or whatever. The point is, does it communicate the brand benefits, is it on brand, is it memorable, is it unique enough, is it extendable? That’s why our specialty is creating a framework and long-term strategic approach to creating valuable and shareable sound assets.”

Depending on what project Audiobrain is working on, they will use Pro Tools, Ableton Live, Apple’s Logic or Digital Performer. “Our composers pass files back and forth. Because we do branded sounds, one person may do the brand theme, then the next person may be evolving the ring tone. One project may start using Ableton’s Live, but then finish in Pro Tools.” Another essential item is Native’s Kontakt, particularly for orchestra, world and percussion sounds. For certain projects, Audiobrain will bring in live players as needed ranging from just one person up to an 80-piece orchestra.

Sums up Arbeeny, “One key point is that people are going to use sound anyway, whether it’s for a commercial, or in a product, or a voice on hold at a call center. Therefore, why wouldn’t you want it to be the right sound? Why wouldn’t you want to take that extra step to find out what you sound like? This is a very important communication tool.”

www.postmagazine.com

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.

]]> http://www.audiobrain.com/blog/2009/03/audiobrain-and-the-world-wide-rave/feed/ 0 http://www.audiobrain.com/blog/2009/03/the-theme-for-major-league-soccer/ http://www.audiobrain.com/blog/2009/03/the-theme-for-major-league-soccer/#comments Tue, 24 Mar 2009 14:38:13 +0000 Audiobrain http://www.audiobrain.com/blog/?p=20 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:

Click here to view the embedded video.

Brand Attributes:

• Elegant
• Traditional
• American
• Optimistic
• Gladiator/Warrior
• Sophisticated – on par with other world soccer leagues

A short Rock version for Promotion:

Yet another perfect example of how, when done properly, branded music and sound adds tremendous value and continuity across many avenues.

Click here to view the embedded video.

A Formal, Symphonic Choral Version:

Click here to view the embedded video.

A Beijing Olympic Feature:

Click here to view the embedded video.