Mark talks about how audio branding has a new king.
Ask someone if they can sing a jingle from ‘the Old Days’ and you might get:
“Birds Eye potato waffles, they're waffly versatile,” from the ’70s, or
“Do the Shake ’n’ Vac and put the freshness back,” from the ’80s.
Memorable jingles such as these have been ever-present in the nation’s psyche throughout the decades.
That said, jingles have fallen out of favour. They’re seen as dated or corny. However, in an era dominated by visual media, the power of sound remains unrivalled in its ability to evoke emotions and create lasting memories - a topic I covered in my Music Nostalgia blog here.
Admittedly, the ‘fully sung’ jingle is a rare thing these days. Sonic branding has evolved significantly, adapting to modern media. Evidence suggests that people’s attention spans have been decreasing over the past few decades, often attributed to the rise of digital devices and the internet, which provide constant sources of distraction. As a result, the jingle has been reduced to just a few notes. All hail the sonic logo!
However, the idea of a sonic logo is nothing new. On February 5th, 1924, the Greenwich Time Signal - commonly known as the ‘Pips’ - was introduced in England to mark the precise start of each hour on BBC radio.
Today, several brands have successfully utilised sonic branding to enhance their identity. The Netflix 'ta-dum' sound that precedes every show or movie is a prime example, often cited by clients exploring their own audio branding. This simple yet effective audio cue creates an immediate association with the brand.
Creating a sonic identity involves more than just a catchy tune. It requires a deep understanding of the brand’s values and the emotions it wants to evoke. A well-crafted sonic logo or brand anthem can make a brand feel luxurious, playful, bold, or calm - all without saying a word.
Thirty-five years ago, I travelled to Oslo to busk for a week. While there, I repeatedly heard a radio jingle that went,
“Null Fem Null Tre Null Seks Fem” (Norwegian for 0503065).
Even though I didn’t understand the language, it stuck!
This is why - despite all the declarations of the ‘death of the jingle’ - the most memorable advertising still, in some way, utilises the power of music. And thirty-five years from now, I know it’s those ads that will be remembered.
…I rest my case!
If you want to know more about how your brand can benefit from a sonic, give us a shout.
Mark
