The Sound of Driving Performance
The visual appearance of Mercedes-AMG and the sound of its vehicles are decisive for the radiance and success of a company at a time of cultural change towards contemporary mobility. But how can this be translated into an acoustic guide for the whole brand?
With the Sound Manual solution for Mercedes-AMG, PANDA teamed up with HearDis! to revolutionise audio branding best practices for corporate needs. Because of its interactive nature, the Sound Manual is more than a mere audio compass. In an unprecedented manner, the dynamic and tailor-made solution further optimises internal communication and workflows around audio-related matters for marketing and brand strategy purposes.
„We at Mercedes-AMG are always interested in making processes more efficient - and this project has really helped us.“
Kevin Fassbender, Brand Management and Communication Planning / Mercedes-AMG
In the initial phase toward the creation of the Sound Manual, the core brand attributes of AMG - 'intensity', 'character' and 'superiority' - were interpreted by musicologist Andreas Schoenrock and translated into musical parameters, such as tempo, genre, key, mood, among others.
The result was a hand-picked selection of songs that are authentic, evocative and characteristic of the identity of the brand Mercedes-AMG. The titles and further audio specifications are integrated into the elaborate and intuitive tool - the Sound Manual - which can then be utilised by the company to optimise its branding guidelines and thus ensure a coherent and effective brand identity across touchpoints.