We're a Nashville-based music production company specializing in custom music, sound design, and audio branding.
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 Work
This was for Dove's International/European brand. They wanted something feminine while possessing some authoritative gravity. We originated the lyric.
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.
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 domestic brand liked what we had done for Spar and wanted something in that organic vein.
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; next, 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.
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