http://www.psychinstruments.com/cms/uploads/GEMS-45.pdfGEMS-45
http://www.psychinstruments.com/cms/uploads/GEMS-25.pdf - GEMS-25
http://www.psychinstruments.com/cms/uploads/GEMS-9.pdf - GEMS-9
Each link shows the survey in different sizes.
The Personality, Emotion and Music Laboratory is located at the University of York in England and is headed by Dr. Marcel Zentner.
The Laboratory is specialized in the study of basic personality
processes, in particular personality development, personality and
mating, and the nature of human musicality. The Laboratory creates
measures and tests that relate to these domains.
http://www.zentnerlab.com/sites/default/files/pub_3.pdf
Emotions Evoked by music
Wednesday, 28 March 2012
Thursday, 22 March 2012
Finding a Company - Brew Dog
http://www.brewdog.com/
Welcome to the craft beer revolution
Beer was never meant to be bland, tasteless and apathetic.At BrewDog we are setting the record straight.
We are committed to making the highest quality beers with the finest fresh natural ingredients.
Our beers are in no way commercial or mainstream.
We do not merely aspire to the proclaimed heady heights of conformity through neutrality and blandness.
We are unique and individual.
A beacon of non-conformity in a increasingly monotone corporate desert.
We are proud to be an intrepid David in a desperate ocean of insipid Goliaths.
We are proud to be an alternative.
Buzz words: And their "google" search results
- Fresh - Images of water and fruit/veg - Handel's "Water Music" - Since this was comisioned to be played on a barge down the river thames, all the instruments in the Baroque orchestra were included in the composition, except the harpsichord and timpani, which would have been inconvenient to bring onto the barge. The suites' music reflects this, with strings, for example, providing support usually afforded by the timpani.
- Not commercial/mainstream - This partly goes against what branding is all about, but nevertheless non commercial is a brand in its self.
- Unique/Individual - |
- Alternative - | These are all very similar. It's like saying these beer won't appeal to
- Non-Conformity - | Everyone, so the audio logo may mirror that.
Thinking about the Questionnaire
The purpose of this project is to determine whether certain musical techniques can help portray certain word or emotions that coincide with a company's brand message.
factors that need to be taken into consideration are:
factors that need to be taken into consideration are:
- To rule out whether pairing the audio logo with a visual will affect survey results.
- age range/target marketing
- how the questions can be analysed after.
- how much info to give about the brand before hand
Tuesday, 6 March 2012
Finding a Company - Youngs Seafood Limited
Unrivalled fish expertise
Young's has over 200 years of experience in producing sustainable seafood and is Britain's best loved name in fish. The Seafood Company is the leading supplier of chilled fish and seafood to UK retailers. By bringing these UK businesses together, Young's Seafood Limited will become the UK's leader in chilled & frozen, own-label and branded fish and seafood. Leveraging its market-leading expertise in sourcing, sustainability, quality, category and consumer insight, and new product development, Young's Seafood Limited will provide a fish and seafood Centre of Excellence.
Buzz words:
Young's has over 200 years of experience in producing sustainable seafood and is Britain's best loved name in fish. The Seafood Company is the leading supplier of chilled fish and seafood to UK retailers. By bringing these UK businesses together, Young's Seafood Limited will become the UK's leader in chilled & frozen, own-label and branded fish and seafood. Leveraging its market-leading expertise in sourcing, sustainability, quality, category and consumer insight, and new product development, Young's Seafood Limited will provide a fish and seafood Centre of Excellence.
Buzz words:
- Heritage
- Sustainability
- Quality
- Category
- Development
Monday, 5 March 2012
Finding a Company - Standard Life plc
The next stage is to find a Company for which to create an original Audio Logo based on their brand message. The type of company is irrelevant so long as they have a well defined brand message.
I have used google to search for top companies in Scotland and will get info for a few to see which would be the best candidate.
Standard Life plc
"Our Goal" - Driving shareholder value through being a leading, customer-centric business focused on long term savings and investment proposition in our chosen markets.
07 February 2011
This repositioning has been shaped by extensive customer research and insight. It reflects the changing financial landscape and the investment Standard Life is making in customers, intermediaries and technology, which is underpinning the launch of several new propositions in 2011. These include the recently launched online personal pension as well as the enhanced adviserzone and employee wealth benefits platform, both of which will launch to intermediaries in the first quarter of this year.
A key part of the brand repositioning for Standard Life will be delivering even clearer communications to its customers to help them plan for their financial future. This will be done through a phased review of all customer and intermediary literature and an extensive overhaul of websites, which is already well underway.
David Nish, Chief Executive, said:
"Today's brand repositioning is a very exciting step in our transformation as a business. We have made a substantial investment in understanding what people need and in building products and services that are relevant to an evolving financial landscape. This will significantly improve the way in which we engage with customers and intermediaries.
"Our business has changed substantially in the last 12 months and will continue to transform. We have refreshed our visual identity to provide a clear outward signal of our brand repositioning and the forward thinking approach we are taking to people's long term savings needs. We want everyone who deals with Standard Life to look forward to the future with confidence and optimism
I have used google to search for top companies in Scotland and will get info for a few to see which would be the best candidate.
Standard Life plc
"Our Goal" - Driving shareholder value through being a leading, customer-centric business focused on long term savings and investment proposition in our chosen markets.
07 February 2011
Standard Life reveals 'The Way Forward'
- Standard Life announces the repositioning of its brand and a refreshed visual identity
- This latest step in Standard Life's transformation is one of the ways it is bringing to life the products and services that have been developed for a changing marketplace
- The brand repositioning is built on extensive customer research and insight and reflects the investment being made in the business now and in the future
This repositioning has been shaped by extensive customer research and insight. It reflects the changing financial landscape and the investment Standard Life is making in customers, intermediaries and technology, which is underpinning the launch of several new propositions in 2011. These include the recently launched online personal pension as well as the enhanced adviserzone and employee wealth benefits platform, both of which will launch to intermediaries in the first quarter of this year.
A key part of the brand repositioning for Standard Life will be delivering even clearer communications to its customers to help them plan for their financial future. This will be done through a phased review of all customer and intermediary literature and an extensive overhaul of websites, which is already well underway.
David Nish, Chief Executive, said:
"Today's brand repositioning is a very exciting step in our transformation as a business. We have made a substantial investment in understanding what people need and in building products and services that are relevant to an evolving financial landscape. This will significantly improve the way in which we engage with customers and intermediaries.
"Our business has changed substantially in the last 12 months and will continue to transform. We have refreshed our visual identity to provide a clear outward signal of our brand repositioning and the forward thinking approach we are taking to people's long term savings needs. We want everyone who deals with Standard Life to look forward to the future with confidence and optimism
The buzz words I would take from this companies brand repositioning would be:
- Technology
- Future
- Optimism
- Forward Thinking
- Long Term
Popular Music In Advertising - Jingles
Popular Music in Advertising from Continuum encyclopedia of popular music of the world, volume 1: media, industry and society by john shepherd 2003 continuum london
Sunday, 4 March 2012
Intel Audio Logo
That sequence of relative pitches, with that accentuation pattern (Weaker up to stronger, then weaker up higher to stronger and longer) has particular connotations in the historic mainstream of European music culture. e.g G.F. Handel, Aria "Rejoice Greatly" from The Messiah (1741)
La Marseillaise
So, it's not only the notes in the tune that count. They provide melodic profile and identity, letting you hear that they are the same regardless of key, pitch, speed, volume, instrumentation/articulation, relationship of tune to other instruments/voices e.g. accompaniment, chords, harmony, "backing", bass etc. But these things are just as important as melodic profile. For example there is a big difference between violins in classic harmony (Handel) Tremolando strings (Film, dramatic) and pizzicato strings (dainty) or clarinet and flute, but this classical approach does not seem fitting for the younger target groups worldwide.
The choice of using marimba and xylophone instrumentation was because Werzowa believed the "sounded corporate". Of course Microsoft are well known for using marimba sounds for their in-computer alert sounds
The famous D♭ D♭ G♭ D♭ A♭ jingle, sonic logo, tag, audio mnemonic (MP3 file of sonic logo) was produced by Musikvergnuegen and written by Walter Werzowa from the Austrian 1980s sampling band Edelweiss. (^ Paul Morley (October 19, 2003). "Boot me up, Dessie". The Observer (UK). Retrieved January 17, 2009.)
The sonic Intel logo has undergone substantial changes in tone since
the introduction of the Pentium III, Pentium 4, and Core processors, yet
keeps the same jingle.
TINY MUSIC MAKERS: Pt 1: The 'Intel Inside' chimes
Austrian KLF fan Walter Werzowa had never heard
of Intel when they asked him to compose a 3 second jingle for them.
Last year alone, they spent $350m promoting the sound
he created in his home studio by paying PC companies to use it in their
ads. It's played once every five minutes somewhere around the world.
>>Walter has a mysterious and wonderful past. In the late 1980s, he and a friend came up with an idea for an ABBA-vs-yodelling novelty record called "Bring Me Edelweiss". Then they read the KLF's 'The Manual: How to Have a Number One Hit the Easy Way' [full text here]. They followed the instructions in the book, and sold 2 million copies across Europe. That's how he had enough money to live in LA.
>>Walter's friend Kyle Cooper was commissioned to create an ad for Intel and asked Walter to provide some music. In less than three seconds, they wanted "tones that evoked innovation, trouble-shooting skills and the inside of a computer, while also sounding corporate and inviting".
>>He sat in his home studio for a weekend, getting more and more frustrated: "Everything just felt stupid, chopped off and strange," he says.
>>The breakthrough came when he stared at the words 'Intel Inside' and started to sing them. He used 4ths and 5ths, because they're the most common intervals worldwide. It took ten days to record.
>>Walter is a big synth collector (he says he hasn't got 'all of them'). For the Intel sound he used 40+ layers, including a DX7, Oberheim OBX, Prophet VS, Emulator IIIx, Roland S760 and his beloved Jupiter 8, which was the first synth he ever bought.
>>He used lots of marimba and xylophone sounds because they 'sound corporate'
>>He was paid a set fee ("not that much") for the Intel work, but it opened a lot of doors. Now Walter's company Musikvergnuegen (German for 'Love of Music') employs 11 people.
>>Walter has just finished a sound for Samsung that will be used on all their advertising worldwide. He says that listening to tiny bits of music over and over and over is an acceptable occupational hazard. (http://musicthing.blogspot.com/2005/05/tiny-music-makers-pt-1-intel-inside.html)
At first, everything Werzowa tried sounded “a little stupid or at least
inappropriate and cut off.” But he dug in for the weekend. “Friday,” he
says, “nothing. Saturday — nothing. Sunday, I started to freak out. No
melody felt right. I had to find a different angle. It had to be
accessible and — in a good way — generic. ‘Intel Inside’ is four
syllables, so four notes. And it's the fourth and the fifth that are the
most common intervals in every culture. I put them together with a
little divider note — a ‘clink’ — at the beginning and played it for
Kyle. We presented it to Intel and they loved the idea.” (Actually,
there are more than 20 sounds in the first tone alone, including
tambourine, anvil and electric spark.) (L.A. GrapevineJul 1, 2004 12:00 PM,
By Maureen Drone, http://mixonline.com/mag/audio_la_grapevine_66/)
Developing the "Intel Inside" ingredient branding strategy
In 1991, Intel launched the successful co-op program in which they convinced
manufacturers to place the "Intel inside" logo unit in their advertising and other marketing material.
The name "Intel Inside" became the first trademark in the electrical component
industry. This campaign focused the entire organization around the brand and created a highly effective advertising campaign. The Intel Inside campaign aimed to "educate both the retail sales associates and the consumers about the value of Intel microprocessors, and to explain to them the differences between the microprocessors" - without the technical jargon.
Many consumers were uncertain about the quality and reliability of microprocessors, and Intel found a way of taking away the mystery of the product, gaining the confidence of the end consumer that "Intel Inside" represented quality and reliability. At first this met with skepticism, outside the company and within it. But that didn't deter Intel. As well as advertising for itself, it had the bright idea of contributing directly to PC makers' campaigns-as long as they promoted Intel at the same time.
The advertising results were stunning. For example, late in 1991, Intel research
indicated that only 24 percent of European PC buyers were familiar with the Intel Inside® logos. One year later that figure had grown to nearly 80 percent, and by 1995 it had soared to 94 percent and continues at these high levels today.
Ten years into the campaign, products that don't boast the presence of Intel inside are bound to arouse suspicion among consumers. "People will wonder, "Why don't they use Intel chips? Are they using something cheaper, or not as good?"
(Ingredient branding case study: Intel Date: 07/11/2005 Author:
Stuart Whitwell, http://www.intangiblebusiness.com/Brand-Services/Marketing-services/News/Ingredient-branding-case-study-Intel~466.html)In 1991, Intel launched the successful co-op program in which they convinced
manufacturers to place the "Intel inside" logo unit in their advertising and other marketing material.
The name "Intel Inside" became the first trademark in the electrical component
industry. This campaign focused the entire organization around the brand and created a highly effective advertising campaign. The Intel Inside campaign aimed to "educate both the retail sales associates and the consumers about the value of Intel microprocessors, and to explain to them the differences between the microprocessors" - without the technical jargon.
Many consumers were uncertain about the quality and reliability of microprocessors, and Intel found a way of taking away the mystery of the product, gaining the confidence of the end consumer that "Intel Inside" represented quality and reliability. At first this met with skepticism, outside the company and within it. But that didn't deter Intel. As well as advertising for itself, it had the bright idea of contributing directly to PC makers' campaigns-as long as they promoted Intel at the same time.
The advertising results were stunning. For example, late in 1991, Intel research
indicated that only 24 percent of European PC buyers were familiar with the Intel Inside® logos. One year later that figure had grown to nearly 80 percent, and by 1995 it had soared to 94 percent and continues at these high levels today.
Ten years into the campaign, products that don't boast the presence of Intel inside are bound to arouse suspicion among consumers. "People will wonder, "Why don't they use Intel chips? Are they using something cheaper, or not as good?"
Intel Inside Program - Anatomy of a Brand Campaign
Television was especially effective in communicating the Intel Inside® program messages to the consumer. Along with colorful TV advertisements, Intel added a distinctive and memorable three-second animated jingle (known as a signature ID audio visual logo), displaying the logo and playing a five-tone melody. Starting in 1995, the now-familiar tone helped cement a positive Intel image in the minds of millions of consumers.
The marketing investments were beginning to pay-off in terms of consumer mind-share, aided by the high-profile launches of the Pentium® (1993) and Pentium® Pro (1994) microprocessors. The advertising results were stunning. Dennis Carter comments, "I believe that there has been a lot more (industry wide) advertising because of the Intel Inside® program than there would have been otherwise. That has helped to create more PC demand. If you believe that advertising works, then more people are getting educated about the benefits of the PC because of the Intel Inside® program."
By the late 1990s the program was widely regarded as a success. Intel's innovative marketing helped broaden awareness of the PC, fueling consumer demand while prices continued to plunge. This paved the way for the PC to become more commonplace in the home, emerging as a business, entertainment and education tool. Intel became a lightning rod for this electronics revolution. When Intel's "Bunny People"™ characters danced their way across the TV screen, during a break of the 1997 SuperBowl, "they became nothing less than the whimsical icons of a go-go PC industry," according to Advertising Age. After six years, and almost two decades in the PC business, Intel had arrived in the public consciousness as a world-class player. Its brand was known worldwide, its name synonymous with the computer industry.
While the Intel Inside® Program continues to evolve, it will remain true to its heritage of promoting: "technology leadership," "quality" and "reliability." These features will be as important to online users and high-end server buyers today as they were to the desktop computer buyer in the 1990s.
(http://www.intel.com/pressroom/intel_inside.htm)
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