January 08, 2004

The Hills are alive with the Sound of Branding

Branding Sounds?

German engineering and electronics giant Siemens, in its quest to redesign its corporate identity, came to Westermann in 2002. Siemens already had ticked the usual boxes: new typeface, fresh logo, fashionable colors. But something was missing. For a company in the business of communication, its identity was deafeningly silent. Says communications director Juergen Barthel: "Our brand needed more emotion."

Westermann says the sounds and syncopated rhythms created by his team of 10 composers were inspired by Siemens' core values,

Here's my selection for great Brand Music.