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The sonic branding of Italy
Some brands are very dependent on their category codes, such as products with an Italian origin. But there too lies an opportunity for musical expressiveness, although hidden in subtle details. An exploration.
Continue readingThe sound of the railways
Does it make any sense at all to distinguish yourself if the consumer has no options? Well in that case, especially! Because monopolists often promote goods and commodities that play a social role. Such as the railways.
Continue readingBMW’s flying refridgerator
The subtle art of branding is striking a balance between distinctiveness and fit. You want to attract attention with a voice of your own, but at the same time connect with the product category. A balance that lies differently for each brand.
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