Why is it so under-leveraged in branding?
I can’t remember a lot of things I did last month, or even last week…but hum a few bars of my favorite childhood jingles and I can instantly recall all the words.
“My Baloney has a first name. It’s O-S-C-A-R.
“Honeycomb’s big, yeah, yeah, yeah.”
or even more recent ones…
“Maybe she’s born with it, maybe it’s Maybelline.”
Aural or sonic branding isn’t just about jingles.
It can also be about associating songs with commercials (Apple’s “New Soul” for the Airbook is a great example of this).
Or a unique sound that is tied with use of that brand (e.g The T-Mobile sound when you turn your phone on or the Intel Inside notes that accompany that brand signature).
It can be a particular voice that’s connected with a brand (e.g. James Earl Jones intoning “This is CNN”).
Brands seems to spend so much time on the look of the product and the campaigns.
Who is thinking about the sound?
In my current job I’ve met a few agencies that focus on Sonic branding. But it still seems to be a relatively niche discipline, although one I believe is worthy of more attention.
Next time you are brainstorming ways to make your advertising and branding work harder, shut your eyes, open your ears and think about sound and how it could work to your advantage.
That’s my point of view. What’s your twist?
How are brands effectively leveraging sound? Should they be doing more?