((( ABA ))) Audio Branding Academy Yearbook 2009/2010

Music and advertising - a combination that causes some people to associate fantasies of omnipotence, and causes others to be afraid of unwanted manipulation. What is behind all this? Are there hidden persuaders and subliminal advertising? Or is it "only" about emotionalizing brands? On November 14th 2009 the first Audio Branding Congress took place in Hamburg, Germany, and brought together audio branding experts and interested people from all over the world. These proceedings summarize and supplement the presentations of the Audio Branding Congress 2009. Moreover, participants of the panel discussion describe their experiences in the audio branding industry and highlight certain aspects that are of particular importance. Among the authors are luminaries like John Groves (Groves Sound Communications), Prof. Carl-Frank Westermann (MetaDesign/University of the Arts, Berlin), Ruth Simmons (soundlounge), Julian Treasure (author of the book Sound Business) and Walter Werzowa (Musikvergnuegen). Additionally, the Audio Branding Academy Yearbook includes an international directory of audio branding suppliers.