This is a presentation of Karsten Kilian held at the Audio Branding Congress 2009.

Brand leadership is like conducting an orchestra. Various musicians with unique personalities, many different instruments, and an audience that expects to hear one piece of music, an entire composition in harmony. Karsten Kilian explains how brand managers can get their brand orchestra in tune with their MARKnum opus. It all starts with a unique identity that makes the brand come alive without needing extensive brand handbooks.

The brand idea itself – a simple but compelling message – intones the sound of success. With the help of the appropriate brand elements – audio logos among others – brand signals tell a compelling story, a story that makes customers want to buy this product – and no other. Only when all experiences with the brand are in tune with the brand identity, can brand success be accomplished and customers will say – this brand? Sounds good!