Drinktec 2013: Live from the show floor
'Lights, Camera, Drinktec TV!' Machine trends and ingredients insight
"Audio branding describes the strategic way of using sound in brand communications, like in TV commercials or at the point of sale," Rainer Hirt, senior partner at Audio Branding Academy, tells Tania Higgins from DrinkTec TV, which is broadcast by show organizer Messe München.
"Product acoustics are a part of this brand experience, when you think of opening a can or a bottle...so companies and brands can use acoustic branding to position a new form of communication within their strategy," Hirt adds.
You can watch more content online via a dedicated DrinkTec TV YouTube channel, where in the first two videos shot at this year's show in Munich, Tania Higgins interviews Reinhard Pfeiffer, MD of Messe München, and Volker Kronseder, CEO of Krones.
Experts from leading companies including Nestal, Alfa Laval and Ball Packaging also give us a lowdown on the latest machinery trends and technologies.