GROVES

Forum Workshop at FSH FilmSoundHamburg

birgit — Thu, 03 May 2012 08:39:53 +0000

On June 20th 2012, John Groves will conduct a FORUM Workshop at FSH FilmSoundHamburg. The workshop is based on his book „COMMUSICATION – From Pavlov’s Dog to Sound Branding”. For further information and booking see link below. http://iffma.eshop.t-online.de/epages/Shop41046.sf/en_GB/?ViewObjectID=11644984

TUI Brand Sound in use across Europe

birgit — Wed, 25 Apr 2012 08:47:03 +0000

Europe’s biggest tourism company TUI uses a holistic Sound Identiy as constitutive brand element. Just like in their visual communication, consistency and consolidation of the brand’s identity are most important when it comes to their Brand Sound.

The core element is the TUI Sound Logo. It serves as acoustic equivalent to the visual TUI-smile logo. Listen to the new TUI Sound Logo here.

The Sound Logo is a re-design of the former Sound Logo which has existed since 2004. It was developed with TUI representatives from 6 countries and 3 subdivisions (TUI Cruises / TUI Germany / TUI Groupmarketing).

In the TUI Brand Net, the international online brand platform of TUI, authorised users have access to a wide variety of sound files designed for the worldwide use in TV spots, telephone, internet, ring tones, events, trade shows, image films and in-plane music loops.

Since the beginning of 2011, GROVES Sound Branding has been the official Sound Consulting Agency for TUI and is therefore responsible for all aspects of sound and music.

Sound Branding for B2B

birgit — Sun, 22 Apr 2012 18:36:47 +0000

Watch the trailer for the BoB Award 2012 with music by GROVES here:

Sound Branding – Audio Branding – Acoustic Branding?

birgit — Wed, 18 Apr 2012 16:31:34 +0000

A comment on the Babylonian terminology of an emerging discipline

The importance of a strategic approach to communicating with music and sound is becoming more and more apparent for branding and marketing specialists. Such measures are designed to sharpen the brand image and to add an auditive dimension to a Corporate or Brand Identity. The basis for strategic sound communications is anchored in the domain of branding.

The fledging Sound Branding industry preaches about the importance of consistency, precision, and about insuring a high level “attention to detail” by being systematic. Ironically, it seems that the industry is ignoring these important criteria when it comes to their own terminology. Internationally, we refer to Sound Branding, Audio Branding, Acoustic Branding, Sonic Branding and Music Branding (and the German term „Akustische Markenführung“). Likewise, a Sound Logo is also referred to as an Audio Logo, Acoustic Logo, Sonic Logo, etc.

Do individual Sound Branding agencies cling to their own individual terminology out of conviction or in the hope that their term might prevail and become the industry standard?

Although it seems to be clear that this situation is far from ideal, the question remains: which terminology should the sector agree upon? Which one makes the most sense and is internationally most acceptable?

What is your preferred term? And why?

Please leave your COMMENTS here.

_________________________

For background information see:

The article “A rose by any other name” by John Groves
Groves presents his case for the term „Sound Branding“ and argues against Shakepeare that language (names) does have an influence on the perception of things.

ABA barometer 2010/ 2011
The Audio Branding Academy conducted this study. Their aim is to deliver valid and comparable market data for this industry every year. As far as terminology is concerned they found out that „Sound Branding“ outstrips the others.

Please download the pdf of the presentation of the ABA barometer 2010
Please download the pdf of the presentation of the ABA barometer 2011

U.S. experts on terminology
Please see what Steve Keller, Stacey Lee and Matt Fiedler found out about the current use of the circulating terms:

„There has been some discussions around the terminology: is it Audio Branding, Sound Branding, Music Branding or sonic branding? It is interesting to note that our respondents slightly favoured „Sound Branding“ over „Audio Branding“ by only 3.0%. When listed, respondents used „Sound Branding 39.4% of the time and „Audio Branding“ 36.4% of the time. „Sonic branding“ and „Music Branding“ were a distant third and fourth, chosen by 15.2% and 9.1% of the respondents respectively.“

(Extract from the study „Caveat Emptor: Towards an Examination of Emerging Best Practices in the Audio Branding Industry“ (2011) by Steve Keller/iV, Stacey Lee and Matt Fiedler)

John Groves @ The Creators Conference 2012, Brussels

birgit — Thu, 16 Feb 2012 12:58:12 +0000

Keynote by John Groves “Take it or leave it”.
On 2nd / 3rd of February 2012, the second edition of The Creators Conference took place in Brussels/Belgium.
A conference on music, creativity and author’s rights – organised by the creators themselves.

Watch John Groves’ keynote and the video of the panel “Take it or leave it” here:

Creator`s Conf. Panel IV from Andreea Calbeaza on Vimeo.

http://creatorsconference.org/video-keynote-john-groves-and-panel-take-it-or-leave-it/

TUI Sound Branding @ Marketing Club Hamburg

admin — Sat, 03 Dec 2011 21:22:13 +0000

On monday 5th of december our client TUI will be presenting his 2011/12 brand positioning (Title: “TUI Brand Management – 360 Grad Markenerlebnisse im Tourismusmarkt”) at Hotel Grand Elysee / 7pm / Marketing Club Hamburg e.V.

Within the presentation Christoph Groß-Fengels will show the current development stage of the international TUI brand sound incl. the new TUI “Let´s Make People Smile” Songs (with Cathy Battistessa and Patrick Nuo.)
We´re looking forward to an interesting evening!

More information can be found here.

Here are some pictures!

l. to r. Christoph Gross-Fengels (GROVES), Ina Pohl (TUI), Matthias Lischke (Marketing Club Hamburg).

GROVES at ABC 2011 in New York!

admin — Mon, 26 Sep 2011 09:43:27 +0000

The GROVES team will attend this years ABC 2011 congress on Sound Branding in New York City (17.11.2011). If you ask yourself, why GROVES did not submit any case for the Audio Branding Award? Well… Our founder John Groves is part of the jury;) See you there!

Your GROVES team

New GROVES webpage is online!

admin — Mon, 26 Sep 2011 08:52:55 +0000

Welcome to the new GROVES webpage. We hope you enjoy your stay and find something that stays. Your GROVES team

Workshop Sound Branding on Akademie für Film & Sound

admin — Sun, 25 Sep 2011 12:49:50 +0000

John Groves will give the workshop “Sound Branding” on the first International Summeracademy for Film and Sound Design in Hamburg.

Lecture at Hamburg University

admin — Thu, 22 Sep 2011 14:31:15 +0000