We're a Nashville-based music production company specializing in music for advertising.
Audio Branding
A mnemonic, or memory device, is any learning technique that aids information retention or retrieval in human memory.
Musical mnemonics make use of pitch, timbre, select musical notes, the relationships between notes (known as intervals), and other audio devices in ways which allow for greater memory retention and retrieval. Or, simply put, Musical mnemonics use sound to help people remember things.
In advertising, mnemonics are effective in creating associations between brands and a more accessible or meaningful construct such as melody and rhythm—which in turn, provides better brand awareness and message retention. This is another way of saying mnemonics create memorable links between sound and branding messages.
Our Process
Our process is not static and is dependent on the specific needs of our client, but overall, we strive to carefully review the brand history and aspirational brand direction.
In cooperation with our client, we create an audio branding objective brief. This usually includes overall branding goals, any sonic directives (such as the use of lyric or existing melodic or sonic elements), and serves as a guide for the sonic development of the mnemonic.
We then begin exploring sound and melodic palettes, which is the foundation of sonic branding.
Lastly, we work cooperatively with our clients to create the perfect branding element which will be instantly recognizable; simple yet memorable.
Our Work
This was for Dove's International/European brand. They wanted something feminine while possessing some authoritative gravity. We originated the lyric.
We can't lay claim to the D D D C D note combination, but we innovated the sonics and instrumentation of this which were used in many Outback spots in varying forms.
This European brand needed a melody which would be memorable and instantly identifiable. The acoustic guitar sample added a more human component so as to not sound too electronic or synthesized.
This domestic brand liked what we had done for Spar and wanted something in that organic vein.
Case Study
Franciscan Missionaries of our Lady, a Catholic Health System based in Louisiana, came to us to create a mnemonic that would build a positive and memorable connection to their brand. FMOLHS positioned themselves as a warm, human-forward hospital, ensuring each patient is left feeling heard and understood. Listening more is one of their core principles and they believe it improves their patients overall experience. In fact, their tagline is “We Listen, We Heal”, which became one of the pillars in our conceptual development.
In producing a sound for this brand, we had to explore certain dichotomies. For example, how do we add warmth and humanize a company in the science and technology space? How do we come up with a modern and forward-thinking sound, yet touch on their spiritual and faith-based roots?
In our first round, we made sure to deliver ideas falling in various places across the spectrum, with some falling closer to the ends and some falling more in the middle. Being a Louisiana based company, we were also encouraged to explore ways to incorporate traditional sounds from the south.
To set some final parameters for our exploration, we devised key feeling targets though discovery calls with our clients:
Compassionate
Emotional
Soothing
Trustworthiness
Positive
Comfort
Powerful
Spiritual
A few selections from Rd. 1
A pulsing string bed paired with electric guitar melody for an organic/modern palette fusion. Works as a fully realized figure for advertising tags; could be distilled to a melodic reduction for more brand environment applications.
A pairing of tech/organic roots with acoustic guitar support. “Call and response” of two elements interacting with one another, as if one asks a question and the other answers.
Tender, heartfelt acoustic guitar harmony, ending on an uplifting note. Raw and real. Memorable melody over consonant context.
Ethereal, angelic, and healing. A mixture of organic and modern with a synthesized vocal instrument.
More electronic-leaning sound of the bunch with a positive and approachable melody. Friendly and inviting, while clean and modern. Percussive pulses create forward momentum.
Solo guitar with southern heritage evoking a sense of tradition and trustworthiness.
A hybrid of organic and electronic instrumentation. Simple, heartfelt piano figure supported by an ambient ethereal pad that adds an undertone of spirituality. One voice is “answered” by a warm harmonic soundscape.
Final Result:
After the initial round of casting the net wide, we had several discussions with our clients to zero in on a direction and continue down a more focused path. In the end, a hybrid electronic/organic palette with soulful piano, humming, and synthesized textures became the new sonic identity.
Howling Music has years of success in the music-for-advertising world and can be a vital partner in achieving the perfect sonic branding for our clients.
Get in touch.
hello@howlingmusic.com
818.216.6319