CORD SONIC BRANDING SMALL

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A SONIC AGENCY
LOS ANGELES NEW YORK
LONDON
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SONIC BRANDING AN OVERVIEW
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What is Sonic Branding?
Sonic Branding is the use of sound to create
value for a brand. Every brand uses sound to
engage with consumers, but in many cases there is
little strategic insight into how sound is being
used to create lasting brand equities. We know
that sound is a powerful marketing tool that
deserves the same amount of rigor and science
that brands dedicate to visual branding. CORD
pioneered the sonic branding industry and leads
the world in creating brand value and financial
results through sonic strategy. Our experience
servicing global brands and our role as the
largest independent provider of music to
Hollywood gives us the unique capabilities needed
to bring value to brands through music and sound.
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DANIEL M. JACKSON Leader in Sonic Branding
Daniel M. Jackson is the Managing Director of
CORD and a leading thinker on music strategy,
authoring the definitive book on Sonic Branding.
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WHO WE ARE
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WHO WE ARE
CORD is a global music planning and buying agency
specializing in sonic branding, music production,
music supervision and licensing. We serve brands
and the entertainment industry supervising and
delivering more than 3,000 minutes annually to
motion picture soundtracks and campaigns.
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CASE STUDIES
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SONIC BRANDING CASE STUDIES
Creating a Global Sonic Platform
Maintaining a Consistent Sound
Rebranding a TV Network
Engineering Product Sounds
Creating the Sound for a New Brand
Music as Internal Marketing Tool
Using Sonics to replace a Physical Product
Live Concert as Brand Engagement
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WHAT DOES NESCAFE SOUND LIKE?
An audit of 30 years of TVCs revealed durable
equities in NESCAFÉs Sonic DNA
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CREATING MUSICAL ASSETS

• The NESCAFÉ La Figura melody is an evolution
  NESCAFÉs musical heritage.
• Created from the Heritage Melodies and instantly
  recognizable as the NESCAFÉ global anthem.
• Memorable 5-note mnemonic.
• La Figura used across world markets to build a
  lasting sonic equity a brand asset

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GLOBAL PLATFORM
Nescafes La Figura melody is a brand asset
that can be used with flexibility across markets.
It brings consistency to the brand worldwide. As
it becomes one of the most recognizable melodies
in the world, all value created flows back to
Nescafe and builds brand equity.
FLEXIBILITY VIDEO
EXAMPLE BELGIUM
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Creating a new-sound for an evolving network

• TV LAND engaged CORD for its first major rebrand
  in over 16 years. They wanted to shed the
  networks safe retro image for a more exciting
  modern sensibility. CORDs sonic strategy
  included
• Mnemonic
• Network theme song
• Curating of existing production music libraries

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Information Gathering

• Audit of TV Land Sonic DNA.
• Best in Class Benchmarking
• Mood-boarding process of discovering the sound
  of key brand attributes

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Benchmarking against Best in Class

• Competitive analysis of other networks enabled
  CORD to explore, identify and analyse how
  competitive brands use sound and discuss
  positioning with client.
• This provided context for future work and
  developed best of breed criteria.

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Music Research Tools
Using CORDs proprietary Moodboard software, our
agency defined the musical and sonic DNA of the
brand.
Audio Moodboards provide samples of music tied
to adjectives, allowing CORD to translate these
core brand themes into a sonic identity.
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Creating the Sound for a New Brand
CORD created an original mnemonic and theme tune
for the rollout of Roches new flagship drug
DALCETRAPIB (DAL). The mnemonic encapsulates
important brand attributes in a 3-note uplifting
and memorable sonic asset.
DAL mnemonic
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DAL Sonic Toolkit
CORD created an array of music and sonics for
ROCHE to market internally and to present at
industry conventions
Medical Conference Video
Internal Marketing Video
Brand on SFX for expo and online
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Increase brand connection through sound

• As the virtual transaction replaces the tangible
  credit card, Barclaycard looks to multisensory
  branding to connect with consumers.
• CORDs Directive Increase the emotional
  connection, presence and tangibility of
  Barclaycard through sound wherever the brand
  interacts with consumers, be it at an ATM,
  through a cellphone app, in a store, etc.
• Create a mnemonic to be used consistently with
  their new logo.

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Sound analysis and insight

• What is the sound of Barclaycard?
• Full audit of existing TVCs
• Benchmarking against Best in Class
• Moodboarding based on brand pillars
• Human
• Straight-forward
• Bright
• Stimulating

• What is the sound of a successful transaction?
• Analysis of the soundworld surrounding financial
  transactions
• Banks, ATMs, Cashiers, Online, etc.

TVC Sonic Audit
Best In Class Benchmarking
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Discovering and creating mnemonic
CORD creates Open World mnemonic for above the
line advertising
Open World mnemonic

• CORD creates sonic suite for Barclaycard product
  across touch points
• Product sounds
• Environment sounds
• User interface sounds
• Online sounds
• Retail sounds

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Usage principles

• Following the delivery of the brands new musical
  assets we present the brand with a set of usage
  principles.
• This document will advise Barclaycard and its key
  team members on how it should utilize new assets
  as well as provide a framework for consistency.

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CONSISTENT SOUND OF A BRAND
Apple does not have a mnemonic, theme song, or
genre - but it does have a SOUND
Apple has created a cutting edge coolness through
strategic music choices in mass media.
Apples attention to sonic branding extends
effectively too all touchpoints

• The mail swoosh is a BRANDED PRODUCT SOUND
• Reinforces brand identity while signals a
  function simultaneously
• Carefully designed product sounds are universally
  recognized and liked

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CORDs curated music selections for Steve Jobs
public announcements
This was an extensive process that Apple was
dedicated to getting perfect because they
understand the power of consistent multisensory
branding across all consumer touchpoints
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The Sound of Clean

• How Should an Electric Toothbrush Sound?
• Our team spent a year trying to answer this
  question. By incorporating Sonic Branding
  research at the product level, we analysed
  consumers response to the sound(s) of
• Deep Clean
• CORD helped CREST turn around its sales
  performance, engineering a new sound of clean
  through the recommendations design work with
  the EMEA product development team.

• Gentleness

• Whitening

CORD Recommendation
Existing
Market Leader
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Internal and Affiliate Marketing

• CORD audited all the cigarette brands in BATs
  portfolio to translate consumer brand perceptions
  to music

• Playlists were included in marketing kits and
  presentations to vendors to emotionally convey
  how brands are perceived and how to effectively
  market different brands in their portfolio

• Music was an effective tool to help corporate
  convey brand differentiation down the
  distribution chain

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CORD creates Experiential Branding platform

• Grace Potter the Nocturnals perform I Love
  Rock and Roll for Bonnaroo Wheat Thins event
• Festival experience expanded to broader audience
  through integrated online campaign

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CONTACT
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CONTACT
Marco Vitali CORD WORLDWIDE 411 Lafayette, Suite
618 New York, NY 10003  646.327.3168 marco_at_cordww.
com www.cordnyc.com
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