Everyone one of us who has seen one of the first matches of this World Cup on TV – or even on Radio – will immediately recall the sound of this World Cup: the Vuvuzela Sound (Source: http://www.boogieblast.co.za). All over the world there are already heavy discussions about this – for most people – annoying sound. Why do people not like it? It doesn’t stop, no breaks, no dramaturgy at all…a steady ongoing buzz like a swarm of bees or hornets.
People from Europe go crazy with this sound they are not used to. For the people from South Africa it is now the sound of soccer. And whether you like it or not the Vuvuzela Sound is branding – Sound Branding – the 2010 World Cup in South Africa. That’s the crucial point for every Sound Branding Project: if it’s out there you can hardly stop it. It grows on its own.
Even in future years when you see a game from this tournament you will immediately recall the sound and its origin: the 2010 World Cup in South Africa. That’s how Sound Branding works: you hear a tone and you recall an event, a mood or a brand. Whether you like it or not.