A conversation with… Kai Bronner

Following last week’s post on the Audio Branding Congress, we spoke with Kai Bronner, Managing Partner of Audio Branding Academy to get an appetizer for this year’s event. Here’s how the conversation sounded…

Later this year, in November, you’ll hold the 5th Audio Branding Congress. How does the world of audio branding changed since the first Congress? 

The industry is clearly growing in reach and moving out from its largely music-based origins towards brand strategy and broader sound-based activations. There is also a trend for more scientific approaches and the inclusion of scientific research and results, greater exchange and collaborations between practitioners and scientist. Both established audio branding agencies and the newer ones are finding creative ways to innovate and better connect with consumers.

What can the participants expect from this year’s event?

The proven program concept includes inspiring keynotes, the results of the Audio Branding Barometer 2013, talks and poster presentations from the scientific call for papers, best practice case presentations of the Audio Branding Award 2013, the award ceremony and, of course, the obligatory panel discussion. The motto of the Congress is “Sound Opportunities.” It stands for new opportunities of the intentional use of sound  in brand communications as well as very promising conditions for the development of new business in upcoming markets, like e.g., the Russian one.

In your opinion, what are the main challenges in this area and how can audio branding find its own way in such a competitive industry as this one (marketing/ branding)? 

Compared to visual branding, audio branding is still a pretty young industry. The potential and the need for an intended use of sound in communications is still very underrated and neglected. But the awareness that is has to be managed and needs a strategic approach and planned execution is constantly increasing. It cannot be left to chance or the personal taste of a marketing manager or the intern of an advertising agency. Since sound is a transient medium, you cannot pin down an audio logo or a brand sound and talk about it and analyze it like a visual branding element. Talking about the meaning and parameters of sound isn't an easy task, there is no common terminology or language that is understood by all. You cannot construct and compose music or sound like an architect builds a house. Therefore it is also difficult to predict the effect a certain type of music or sound has on the percipients and how they evaluate it. But I am sure, audio branding will make its way. It is just a matter of time. The development from early, pure advertising to visual branding and towards the development of the concept corporate identity also took its time.

Can you point a few great examples of brands that are using sound as a branding tool?

We have been seeing a lot of great examples at the Audio Branding Congresses and within the submissions to the Audio Branding Awards. Besides the notorious best practices Deutsche Telekom and Intel, I am pretty much impressed how Coca Cola has managed to include, i.e. watermark, its audio logo into their anthem songs - that are co-produced with local artists- for events like the soccer worldcup 2010, the Olympic Games 2012 and now again for the soccer worldcup 2014 in Brazil. It is a very clever, smart approach and rather subtle.

What are your advices to those who want to learn more about Audio Branding and become professionals on this area? 

Maybe start by browsing the ABA website. There is a lot of information, like case studies, videos of presentations, results of the Audio Branding Barometer, Podcasts, list of recommending reading, profiles of audio branding suppliers, glossary with definitions of basic terms and principles. Read audio branding related literature, browse the blogs and websites of our industry colleagues. And last but not least, visit the Audio Branding Congress.