I loaned "Audio Branding - Brands, Sound and Communication" by Kai Bronner & Rainer Hirt (EDS.) from the library and already it is helping me to shape my project. I have read the first few chapters - From brand identity to audio branding is proving helpful. It shows a breakdown of BMW's brand idea using a mind map style visual which I now plan to create when identifying the brand image for my jingle. So far this is what I have taken from the book to relate to my project:
- Identify hisotical/everyday acoustic sounds that have unitentially become uses for audio branding over time rather than being created for that purpose i.e There is a section in the book that discussed bells and the wide varierty of impressions and images they can convay through their associative uses throughout history. Fanfares and morse code were also mentioned.
- Taking a company's brand idea and breaking down like BMW.
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| 2009 Bronner, K. & Rainer, H. "Audio Branding". Nomos |
- Use historical acoustical association and musical techniques to portray the different elements of the brand idea.
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