Mercedes-Benz stopped using its Sound Logo at the end of 2009 just after two years in the market. In an interview conducted by W&V (Werben&Verkaufen, one of the leading German Marketing/ Advertising Magazines) in issue 4/2010 Mr. Anders-Sundt Jensen said, after he was asked why they stopped using the Sound Logo: “It is obvious that you always question whether you have achieved certain objectives. Regarding the Sound Logo we have analyzed that the brand Mercedes-Benz is strong enough without one.” Continue reading
Did you ever watch the original versions of “Die Hard” or “Forest Gump” and afterwards the same movies in a foreign language?
Yes, well, then you certainly know that Bruce Willis and Tom Hanks have very different voices in your language compared to the original movie. Assuming that you have seen a few original movies by these actors you will feel awkward about their transition. Our voices carry a heavy load of implicit information. Thus hearing a familiar voice our brain is conditioned to draw from all our previous experiences with the character traditionally belonging to this voice. A known character with an “unfamiliar” voice will be irritating to us.
This has implications for all brands which try to establish a corporate voice. The crucial question is: how can you transfer your brand voice character from one language to another? Continue reading