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Phoenix Benedict and Audio Branding |
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Perhaps you too have
noticed how music in adverts sometime does
not add any significant value to the
advertised product or service memorability. Or how you can rarely recall
anything significant about an advert’s music
besides being totally forgettable? That’s
why at Phoenix Benedict we believe
that music can be used skilfully to create a
unique sonic identity for each product or
service, and to rebirth each brand’s
emotional connection to its ideal customer
in terms of its sound usage in branding.
As designers, marketers, branders and
communicators we understand the
responsibility to our clients in terms of
creating unique designs, as well as
generating leadership audibility/visibility
in an overcrowding global market. Yet, what
has not been explored to the full is the
role and skilful application of sound,
researched and tailor-made to fit the
uniqueness of the product/service, as well
as the emotional gain of the ideal customer
profile being associated with this product.
With both extensive academic and practical
knowledge in the field of audio branding
Phoenix Benedict is the leader in sound
branding, i.e. audio branding. We
differentiate between brands that are
sonically successful and challenged, and we
are also able to create/recreate a product’s
audio identity finding that
sound/melody/riff which will best reflect
its unique selling point and which sings its
identity to its ideal customer.
Phoenix Benedict is passionate to
assist branders, designers, marketers and
communicators of all spheres who are using
sound to assist with selling a product or a
service.
Our services are currently
available in two spheres:
A]
on a consultation basis, where you call us
in to assess a brand in terms of its audio
branding features (i.e. unique sound,
emotional touchstone and its target audience
parameters). After each assessment we
comment on and discuss the various options
for audio branding of the specific branded
product or service, offering guidance on how
to improve the said audio brand where
needed.
B]
as an audio brand creator, where we gather
in research on the product/service (i.e.
Methodological Paradigm (Ideological
Method), Hermeneutic-Semiological Method,
mood canvas ID and application,
target-audience response, etc.), create and
present various audio branding scenarios,
offer opportunity for brand
managers’/clients’ involvement, overseeing
the execution of the audio brand, and doing
a post-launch follow-up. [See the Case Study
on this site]
Phoenix Benedict also offers a hands-on
assessment of all the audio branding media
of all the clients housed at a specific
branding/advertising house. The advantage of
this is that your clients’ current audio
brand designs are assessed and discussed
with the brand managers, which serve as
guidance whether a respective brand is on
track, missing the mark or exactly where it
needs to be in terms of its sonic
uniqueness, emotional touchstone and its
ideal customer. This will result in
enhancing your sound branding service to
your clients, and your clients’ sound
branding in the global branding arena.
Read
more » |
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Latest News |
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New Artist: Audio Branding Project - Big
Fisch 2011
New rapper, Big Fisch, commenced production
of his debut album with Phoenix Benedict in
April 2011. His audio brand consists of rap
riffs, hip-hop features, electro aspects and
ethnic groove textures. All Big Fisch's
songs are original and aims at public
empowerment and political commentary.
 Audio
Branding and Music Score for 'Hola Mpinji'
13-episode SABC 2 series Season 1, 2010.
'Hola Mpinji' aired during the 2010 World
Cup to rave reviews. |
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Press
Release:
We are pleased to announce that the TV
show, 'Death of a Queen' has been
awarded Best Mini Series at the
annual SAFTA Award Ceremony Saturday
night 20 February 2010.
Phoenix Benedict was responsible for the
audio branding and original music
composition that accompanied the entire mini
TV series.
Read more... |
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‘Lantern School Song
Production, 2009 (April)
Early in 2009 I was approached by
Lantern School to create a lavish
orchestration and music production of their
school song.
Masters of Music, 2009 (June)
After five long years of hard work and
fascinating research I was awarded a Masters
degree (in audio branding) from the
internationally renowned University of the
Witwatersrand, Johannesburg.
‘This Life’ Season 2, DStv, 2009 (August)
I teamed up again with ‘Death of a
Queen’ director, Pieter Grobbelaar, to
produce music for a DStv series dealing with
HIV Aids awareness in South Africa.
Click HERE to read
more! |
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