Audio branding: sensory or sensual branding?

Last weekend i attended the first international audio-branding conference held in Hamburg. It was exiting to meet the pioneers in this relatively new market. At the HU I have developed a new course in audio branding as a part of our minor digital audio design. It's one of the first courses fully focusing on this specific topic and I'm very pleased our program reflects the points of view I met there. As an eye opener (or ear opener) for all those who are unfamiliar with audio branding I'd like to point you to the TED talk by Julian Treasure:

Tagged with: audio branding, branding, experience,

The fun begins

The research on mentality has lasted for a year now. After reading lots of papers, trying to find out what mentality really is and trying to determine six basic mentalities to come up with a segmentation tool to name one’s mentality, for me the fun part really begins now. We’re going to do some experiments. The gut feeling we have is that the mentality of a person is kind of similar to the mentality of the brand he or she prefers. So now we’re going to put that gut feeling to the test with a few experiments.

Tagged with: mentalities, research, branding,

Youth congress: H2O and acronyms but no crossmedia

I visited the congress on trends in youth marketing (www.kidsenjongeren.nl) last week in Nemo, Amsterdam. Quit interesting. The congress took two days but I only visited the second day because the topic of the second day, youngsters (teens), has my interest, more so than the very young kids. As usual, a score of presentations and workshops overloaded the day. So, what have I learned? Well, again like almost always, if you are critical, not that much. The topics dealt with during the day were ‘as usual’ and not a word was spoken about crossmedia, apart from the numerous citations that teens are multi-tasking. And again, generation Einstein was not just mentioned as the capturing of our crossmedia savvy younger generations, it still seems to be a sort of religion for youth marketers. Hmmm.

Tagged with: congress, young people, youngsters, branding, levi's, crossmedia, Marketing,