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april 19, 2021
Bringing brand identity to life with sound - Alexander Wodrich's presentation at the Radio Advertising Summit 2021
Let's talk about audio!
The Radio Advertising Summit has invited us. This year digital - Corona pandemic conditioned. The Managing Director of why do birds Alexander Wodrich spoke at this event about the potentials and processes of audio branding. Using the Siemens Healthineers Case as an example, Alexander Wodrich explains what it takes to make a brand sonically tangible.
The Radio Advertising Summit is a recurring event that brings together executives from the advertising and radio industries. The event is organized by Radiozentrale, a platform founded by public and private radio stations and companies in the radio industry. The aim of Radiozentrale is to increase the sales success of radio as an advertising medium. The Radio Advertising Summit invites various speakers to establish dialog and discussion and to shape the future of the audio cosmos.
From a single sound to audio branding.
According to Alexander Wodrich, audio branding is primarily about expanding the brand experience so that it can be experienced with all the senses. We humans always perceive our surroundings with all five senses. It's important to pay attention to auditory sensory perception in the branding process as well, he said."And so in branding, too, more and more attention is being paid to creating a holistic, multisensory overall impression of a brand. With a specifically created brand sound, you position your brand clearly, make it quickly recognizable and create trust in your product range."The process and development of audio branding is done in the most intimate collaboration with customers. This is the only way to guarantee that the sound of the brand represents the core values of the company.
At the end of the interview, Alexander Wodrich talks about the case of Siemens Healthineers, because the company's new sound was designed by why do birds. Alexander Wodrich talks about the process and how important it is to consider all audio touchpoints right from the start. He says the audio branding concept is derived from the new corporate design. "In addition to a very technical imprint, the sound also conveys glamour and value."
You can read the whole interview again here.
