Brand hookline can be explained as a chorus with recognition value as part of the brand song. Usually this hookline is an extended version of the sound logo. It can appear in different styles and is an additional acoustic recognition feature and an element in sound branding.
Do you agree or disagree with this definition? Is anything missing in the definition we use? Please post your ideas in the comments section.
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A Sound Logo is not a Jingle (with vocals), and it has nothing to do with the brand song :-) In the case of McDonald, you can get to this conclusion, but this is almost an exception, since the whole identity is build on the music for a campain. The difference between soundbranding and the former use of music in advertising is the key to understand why soundbranding has become a nescessary tool in branding
In generel the brand song is instrumental, and the sound logo will be a significant frase of the whole soundidentity.
As a minimum a soundidentity will consist of a originally designed background track or brand song, and an extracted sound-logo, soundbrand or soundID. – In our comopany, we do prefer not to use the term sound-logo, because most people will connect to the jingle as we know it from traditional Radio and TV commercials.
I think it describes it pretty good.
Hi Birgitte,
thanks for your comment. I do fully agree there is quite a confusion out there regarding the Sound Branding terminology. That’s why we would like to discuss the different definitions of the individual term.
Karlheinz
Hi Karsten,
thanks for your feedback.
Karlheinz
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I’ve been around for quite a lot of time, but finally decided to show my appreciation of your work!
Thumbs up, and keep it going!
Cheers
Christian, iwspo.net
Hi Christian,
thanks for your feedback. I am very happy that you like our blog :)
Have a great week!
karlheinz