Martin Lindstrom hired Audio Management in 2004 to develop a sound branding platform to use in his Brand Sense project and other materials. Audio Management analyzed Lindstrom's brand and current use of sound. They designed distinct sound elements that matched Lindstrom's personality and communicated his brand goals across different touchpoints. Four years later, the sound branding platform has been exposed to over 2.5 million people and become a central part of consistently expressing Lindstrom's brand across various projects.

1. CASESTORY MARTIN LINDSTROM
In 2004 Audio Management was contacted by Martin Lind-
strom by a rather unclear phone connection from Australia.
Martin Lindstrom as a brand
Soundbranding Platform
Audio Management’s initial challenge was to
Martin Lindstrom was in need of a sound bran-
analyze and describe Lindstrom as a Brand
ding platform to use in his upcoming project
in interaction across touch points. To ac-
BRAND sense, and that he had selected Audio
complish this Audio Management used the
Management among various companies in
Soundidentity® method. To get an overview
Germany and Great Britain.
and understanding of Lindstrom’s Brand,
Audio Management began with auditing
Brand Differentiation Lindstrom’s current use of sound in his vi-
This platform had to consist of a distinct and deos, slideshows and presentations. Audio
durable sound brand, some background mu- Management’s goal was to find areas which
sic for use in Martin Lindstroms BRAND sense needed improvements. In order to find these
symposia and elements for use on the BRAND areas Audio Management proceeded by ana-
sense DVD. lyzing Lindstrom’s Brand:
What is the Brand personality? How does
Brand Recognition Lindstrom communicate the Brand persona-
lity across touch points by using visual ele-
Furthermore, Lindstrom asked for variati-
ments, sound and his own personality (Lind-
ons of the sound brand platform to use in
strom is always wearing black and smiling!).
his other projects such as BRAND Child, up-
What is Lindstrom trying to express to his
coming BRAND Flash video’s etc.
audience on stage, in his presentations and
through his website? How can audio design
maximize that experience?
To listen, go to:
www.brandsense.com - www.dualbook.com - www.brandchild.com
www.martinlindstrom.com - BRAND FLASH Video Blog (webtv)
www.buyologiweb.dk (video)
Audio Management A/S - www.soundbranding.com - tlf. + 45 39 40 64 60
Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode +45 40 36 64 62 - br@soundbranding.com
Vesterbrogade 24 B, 2. 1620 København V, Denmark - Ulrik With Andersen +45 50 94 10 03 - uwa@soundbranding.com

2. The effect 4 years later
The sound design
After the Brand interpretations were adjusted, Audio
Brand Recognisition and Consistency
Management proceeded to designing some initial
The sound brand platform has been in use for nearly 4 years
sound designs. The sound designs captured the right
now and has merged into Martin Lindstroms new projects BU-
moods which closely corresponded to the brand iden-
YOLOGY and BRAND flash video blog on Adage.com.
tity.
The result is that today Martin Lindstrom has a consistent
Lindstrom replied with arguments and wishes and after
sound design platform which has, according to Martin Lind-
a few corrections Audio Management had created an
strom, been exposed to almost 2.5 million people in the last
audio design frame, which both Lindstrom and Audio
four years across touch points, and it has become a central
Management agreed on matched Lindstrom’s brand
part of his brand expression.
and appealed to his audience.
There after, Audio Management created the strong
About Audio Management
underlying themes - the sound identity and the sound
logo. Next step was to adjust the themes to be used on Audio Management is a sound consultancy company estab-
websites DVDs and on stage. lished in 2001 specializing in describing, developing and
Sound has the ability to set the mood in a very powerful implementing SoundIdentity® for BRANDs in Denmark
manner, and therefore one carefully needs to consider and Internationally.
the nature of the touch points in a deeper sense, than We look forward to hearing from you.
when using visual elements.
Please contact for further information: Assorted clients we have worked with:
Bang & Olufsen
IKEA
Managing Director
Ulrik With Andersen SYDBANK
+45 50 94 10 03
Danske Bank
uwa@soundbranding.com
Siemens
Creative Director Martin Lindstrom
Birgitte Rode
+45 40 36 64 62
br@soundbranding.com
Audio Management A/S - www.soundbranding.com - tlf. + 45 39 40 64 60
Kirkegaardsgade 3, 9000 Aalborg, Denmark Birgitte Rode +45 40 36 64 62 - br@soundbranding.com
Vesterbrogade 24 B, 2. 1620 København V, Denmark - Ulrik With Andersen +45 50 94 10 03 - uwa@soundbranding.com