AES Action: Product Design Track to Feature “The Power of the Brand”

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The 135th AES Convention is right around the corner, set to take place at the Javits Center in New York City from October 17 through October 20.

The Product Design Track is getting even more innovative at the 135th AES Convention.

The Product Design Track is getting even more innovative at the 135th AES Convention.

This year, the Audio Engineering Society (AES) isn’t just zeroing in on the technical side – the organization is also taking a broader view of the current audio ecosystem.

Case in point: The Product Design Track – which runs all four days of the convention – this year will feature a special presentation called “The Power of the Brand.” Presented by the industrial designer Adrian Weidmann, the talk will be about the meaning of branding, and its importance in the overall plan which supports the new hardware, software or facilities that today’s audio professionals launch.

“The Power of the Brand” takes place on Saturday, October 19, 3:15 PM – 4:45 PM. Other highlights of the product design track at the 135th AES convention include “Best Practices in Audio Software Development”, “Telephony: An Introduction to the Acoustics of Personal Telecommunications Devices”, and “Small, Loud-Speakers: Taking Physics to the Limit.”

For the full schedule of the product design track, click here. For further information on the 135th AES International Convention, and to register for a free Exhibits-Plus badge or the premium All-Access badge, visit here.

Here are more details about “The Power of the Brand” as supplied by the AES:

Continuing its mission to present the professional audio community with a comprehensive knowledge platform, the 135th Audio Engineering Society Convention (Thursday, October 17, through Sunday, October 20, 2013, at the Javits Center in New York City) this year will again feature an increasingly popular event focused on pro audio products. The Product Design Track (taking place all four days of the convention), assembled and moderated by Dan Foley, Director of European Sales for Audio Precision, will focus broadly on product design, with an emphasis on system-performance measurement.

New for this year is a special presentation on the importance of properly branding and marketing new professional audio products. Presented by noted industrial designer Adrian Weidmann, “The Power of the Brand” will define the meaning of branding and explore its power and importance for the commercial success of product development and service, be it a microphone, audio processing software, or a recording studio. As Weidmann states, “Creating, defining and maintaining your brand and its message may be the most important ‘product’ you ever develop.”

“This is a unique track for the AES convention, and we’ve made it that much more interesting this year with the inclusion of the product branding seminar,” states Dan Foley. “The overarching theme is all about product development, but this year it has a timely focus on performance measurement, coming as it does at the same time that the CALM Act [Federal legislation that tightly regulates the relative level of broadcast commercials] takes effect. But the inclusion of the product branding presentation is completely new, never before done at an AES convention. So we’re balancing our technical presentations with this one that really brings out the importance of properly presenting new products to the market. I believe this shows how the AES convention continues to evolve and adapt to new realities as the industry changes.”

The Product Design Track gives design professionals insight into the latest techniques for audio hardware and software development. The events in this track are very practical in nature and anyone involved in audio product development will benefit from attending. A partial list of sessions includes:
•    Best Practices in Audio Software Development
•    High-Order Harmonic Distortion Measurement and Its Impact on Fidelity
•    An Introduction To the Acoustics of Personal Telecommunications Devices
•    The Power of the Brand

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