sonic truth

Sonic Branding at MIDEM and beyond

Posted by Sheila Shayon on February 1, 2011 11:00 AM

The value of a sound…sound strategy is still a dim second in advertising briefs but smarter brands are catching on. Audi achieved sonic branding two years ago, with its sport for the A5 sportback —a steady, pumping heartbeat, breath and a piano as seen (and heard) above.

Last month, in an industry first, Unilever brand managers for its Comfort fabric conditioner hit MIDEM, the world's largest music industry trade fair, with an unusual proposition.Continue reading...

brand essence

Music & Brands: Coke, K'naan & 2010 FIFA World Cup Campaign

Posted by Shirley Brady on January 27, 2011 12:00 PM

Brandchannel wrote about Coca-Cola's sonic branding at the 2010 World Cup around K'naan's Waving Flag anthem.

Now, watch the MIDEM 2011 panel in Cannes, which featured Emmanuel Seuge, Group Director, Worldwide Sports & Entertainment Marketing for Coca-Cola; James Diener, CEO/President, A&M/Octone Records; and K'naan's manager Sol Guy. The moderator: Umut Özaydinli, who holds the delightful title of chief of possibilities at Deviant Ventures.

The panel description: "Coca-Cola & K'naan developed a groundbreaking deal for the brand's massively successful $300 Million, 150-country FIFA World Cup 2010 Campaign. This deal set a new standard by which to measure success as it relates to artist and entertainment branding. All its facets were unveiled by those who made it come to life."

Around The Web: Open Your Wallets

Posted by Sara Zucker on January 27, 2010 06:38 PM

eHarmony settles its same-sex lawsuit for $2 million, admits no wrong-doing. [Reuters]

Netflix's side project, Roku, hopes to raise $30 million in private funding. [Bloomberg]

King Kong ride rejoins Universal Studies in 3-D. [LA Times]

Converse, Nascar, Carhartt, and PepsiCo team up for the Midem music conference. [Adweek]

iPad hype boosts apple stock by 2.9% pre-announcement. [Detroit Free Press]

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