9h – 9h15



9h15 – 9h45 Elie Papiernik

Brand identity is not summarized by the simple image that it puts forward. We are sensitive to all of the signs that a brand transmits with all 5 of our senses. Image is obvious, but it also includes smell, touch, taste and sound. These are essential sensory tools to our analysis, whether they are conscious or unconscious.


9h45 – 10h15 Michaël Boumendil

For a brand, music is not an additional option. All brands use musical means to decorate their external communication. Managing a brand’s musical expression means first and foremost being able to answer the question: ‘’What is the difference between my musical expression and that of other brands?’’. Succeeding at this task demands a certain level of skill and know-how, but it is definitely worth the effort and time.


10h15 – 10h45

Case study and mini workshop with the public: THE TRANSFORMATIVE/SUBLIMATING POWER OF SOUND.


Event in partnership with Sixième Son.

Musician, composer, producer, Michael Boumendil is one of the most impressionable creators of music heard around the world. In 1995, Michaël Boumendil founded Sixième Son to develop the expertise of audio identity design exclusively for brands-audio branding. Since, Sixième Son accompanied more than 350 brands in the creation of their musical DNA.


Please subscribe by contacting (number of participants limited).

French session.