Photo: Joseph grey Flickr
Perhaps one of the most overlooked aspects of branding is what industry insiders like to call an “audio logo.”Good brands tend to have distinctive music or sounds, which they put a lot of time and money into creating. Sure, people recognise the Nike swoosh logo, but how many people get fry-cravings once they hear McDonald’s “Ba-da-ba-ba-ba”?
Click here to take the quiz>
Katz Media Group recently did a study that polled how well people recall sonic branding—“or using sound to communicate brand messaging via a well-established audio signature, music, or character voice.”
Some companies do a fantastic job, and others leave a lot to be desired.
Test your skill to see if you can match the jingle to the brand.
When Katz Marketing Solutions asked listeners how the sound logo made them feel, one said, 'I can afford this.'
The jingle was actually composed by Annie Roboff, a songwriter who has done work for Whitney Houston, the Dixie Chicks, and Faith Hill.
'I miss the little dancing bald man,' one listener said during the test.
The theme is from the Vengaboys' hit, 'We Like to Party.'
Only one in three Americans correctly identified this jingle. They were torn between visualising Catherine Zeta Jones and the T-Mobile girl in pink, Carly Foulkes.
Apparently 'Zoom-Zoom' is the 'emotion of motion.'
Mazda has been using the phrase since 2000.
Walter Werzowa, a composer, created this 'sonic brand' by mixing 20 digital sounds. He included a xylophone, a tambourine, bells, a marimba, and a hammer striking a pipe.
Farmers should be pleased by the positive messages listeners took from the sound logo upon hearing the jingle. 'That company is like a military group that will have your back.' 'They take your insurance policy seriously, but they don't take themselves seriously.'
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