Peter Schmidt Group turns audio branding into a visual experience
Audio branding is a field of marketing and advertising that is often neglected by brands and agencies alike. They fail to recognise that beyond a mere audio logo, a brand’s sonic identity comprises a multitude of sounds that can be heard at a variety of audio touch points. Successful brands have strategic audio guidelines in place that ensure a maximum of sonic consistency on all channels. In his book „101 Great Minds,“ audio branding expert Uli Reese picks the brains of the advertising industry’s leading creative minds on the topic. As an unprecedented „who is who“, Peter Schmidt Group developed a worthy visual representation for the project by giving it a striking look.
The book cover symbolises the connection of ear and brain; the generous layout inside the book offers ample space for the interviews. A central design element is the colour gradient emerging from the book gutter: Exquisitly mixed shades of neon add vibrating dynamics to the analogue medium.
The premium feel of the visual design corresponds with the unique quality of interviewees in the book. In “101 Great Minds”, Uli Reese engages the biggest names of the industry in honest conversations about music and advertising. How important is music in building a brand? What informs their creative decisions? When it comes to costs, how do they measure ROI? How do they think music impacts perception and drives behavior? The project that started in 2010 has culminated in a 440-page volume of candid interviews, featuring Sir John Hegarty (Founder, BBH), David Droga (Founder, Droga5), Amir Kassaei (CCO, DDB Worldwide), Chuck Porter (Founder, CP+B), Jeff Goodby and Rich Silverstein (Founders, Goodby, Silverstein & Partners), Mark Tutssel (CCO, Leo Burnett Worldwide), Nick Law (Global CCO, R/GA), and many, many more. In the book, these thought leaders share their perspectives on everything from how they approach music strategically, to how ROI considerations and research impact the creative process. For composers, creative directors, music supervisors, researchers, marketers or brand strategists, the book offers a wealth of insight that can shape their own thoughts about music, brands and behavior.