MA Studies > Editorial design > Editorial design alumnus > Marco Deijmann

Marco Deijmann

Project proposal for the Master Editorial Design
After 10 years commercial experience as a designer in the field of ‘time based media design’ and now as a media teacher. And for a large part teaching ‘digital audio design’, the subject of my project will be about ‘audio’ or ‘sound’.

‘How can we leverage the power of sound for valuable brand experiences?‘

Sound branding (also known as audio branding, sonic branding, acoustic branding or sonic mnemonics) is the use of sound to reinforce brand identity. Sound branding is increasingly becoming a vehicle for conveying a memorable message to targeted consumers, taking advantage of the powerful memory sense of sound.

Sound branding encompasses many other tactics intended to convey organizational or product identity (who an organization is and what it stands for); enhance consumers' experience of a product or service; or extend an organization's relationship with its audience.

Creating a brand experience in using sound is also within the area of sound branding. As brands now look to engage with their customers on a much deeper level. The opportunities for creating a sound branding experience that conveys a brand essence and soul is possible. Bentley Motors recently looked to create a brand experience by replacing all interior mechanical sounds with sound that had been created for their Continental GT car.

Sound design for mobile phones, ATMs, laptop computers, PDAs, and countless other devices can improve the user experience by making tasks easier and more enjoyable. These sounds can also reveal something about the company that created the experience (and, in the case of personalized ringtones, something about the user him/herself). Manufacturers, software designers, and marketers who create these sonic experiences purposefully and with a view toward expressing something of themselves are practicing sound branding.

Another form of sound branding involves an organization's public association with or sponsorship of a musical enterprise—a non-profit music organization, for instance, or perhaps a music artist or group of artists. For example, some companies completely unrelated to music offer free music downloads on their websites. Ostensibly intended to demonstrate the sponsoring organization's good will from a cultural patronage stand point, practices like these also brand the organization by calling public attention to its beliefs, its values, and its aesthetic sensibilities.

It's arguable that sound branding is now using ‘subliminal’ brand placement in pop song lyrics to echo a corporate slogan, a company’s ‘Unique Selling Point’ or ‘brand values’ (rather than the ‘old fashioned’ mentioning of brands / products directly). An example of this would be Pharrell Williams’ 2005 song ‘Can I Have It Like That’ (featuring Gwen Stefani), with the chorus which echoed the Burger King advertising slogan "Have It Your Way".

The main question and focus of my project is:

‘How to use the emotional power of sound to position brands, improve products and enliven environments.’

I am confident that the Master Editorial Design will help me to demystify sound branding and identity.