Thoughts on audio branding by the CEO of music company Elias Arts, the pioneers of using music to create enhanced branding.

1. Since people have ears
shouldn’t brands have voices?
Martin Pazzani, President/CEO
EliasArts

2. Our Clients: over 600 of the Fortune 1000

3. Our mission is to use
the powers of Music and Sound
in unique and creative ways
to build economic value
for our clients.

7. The higher the number
of sensory memories attached,
the stronger the bonding
between brand and consumer.

9. EXPLOSION
OF
TOUCHPOINTS
Restaurants
Kiosks
User
Interfaces
Sound
logos
Retail
Spaces
Environments
Web-
over-
phone
global
comm
Websites
Commercials
media
fragmentation

10. Sponsored
Programming
Restaurants
Interactive
Games
Kiosks
User
Interfaces
Sound
logos
Retail
Spaces
Environments
Trade
Events
Web-
over-
phone
magazines
global
comm
Conferences
Websites
Promo
CDs
Commercials branded
content
intensified
competition
EXPLOSION
OF
TOUCHPOINTS

11. Sponsored
Programming
Training
ProgramsLocation
Based
entertainment
Restaurants
Interactive
Games
Kiosks
User
Interfaces
Sound
logos
Retail
Spaces
Environments
Trade
Events
Web-
over-
phone
Local
events
ringtones
Movies
magazines
global
comm
Conferences
radio
Websites
Promo
CDs
pod-casting
mobicasts
Interactive
TV
Commercials
Radio
Cell
Phones
Wireless
Devices
branded
content
pace and
speed
EXPLOSION
OF
TOUCHPOINTS

12. Sponsored
Programming
Training
Programs
Audio
Magazines
Promotional
CDs
PDAs
Call centers
Location
Based
entertainment
Affinity
programming
Restaurants
Interactive
Games
Kiosks
User
Interfaces
Sound
logos
Retail
Spaces
Environments
Trade
Events
Web-
over-
phone
Music
on
Hold
Local
events
ringtones
Movies
magazines
global
comm
onsumer
Products
Conferences
radio
Websites
Promo
CDs
pod-casting
mobicasts
Interactive
Billboards
web
radio
Interactive
TV
Commercials
Radio
Audio
Navigation
Systems
Cell
Phones
chaos and
clutter
EXPLOSION
OF
TOUCHPOINTS
branded
content
Wireless
Devices

13. Music goes straight
to the emotional hotspots
of the brain.

14. If your brand had a voice
what would it sound like?

15. 89% of Brands have Visual
Identity Guidelines.
Less than 20% have Audio
Identity Guidelines.

16. Source: Adrian C North and Ruth M Law, University of Leicester
People are 24% more likely
to purchase the product
in an ad with music that fits
rather than music that doesn’t.

20. evaluating
the brand and
audio assets
• brand analysis
• competitive audio
• audio audit
deliverables
process
strategy" design" execution" optimization"discovery"
identifying
opportunities
for brand &
audio identity
• audio strategy
• themes/filters
• audio
moodboard
creating
audio
expressions
for brand
delivering
audio solutions
for diverse
touchpoints
evolving
keeping it
fresh, relevant
overtime
• audio concepts
• experience paths
• validation
• audio assets
• styleguide
• technical support
• audio tracking
• audio refresh
• audio extensions
Elias Arts Brand Identity Process

21. Since people have ears
shouldn’t brands have voices?