The other night I saw a new Audi commercial on TV. I became curious what is going on in other countries regarding the new Audi Sound Branding. Here are some of the latest TV commercial from Audi.
This one is for the Audi A1. Some sounds “sound” familiar:
Here is another spot for the Audi A7. It is for the US market. Here I miss…the Audi Sound Branding. OK, you can argue the pizzicato, but in that way it is used in many TVCs and movies. That is no Sound Branding to me.
And here the TVC from Italy. I am not sure whether it is a Basement Jaxx piece of work or an individual production for the AudiA7 Sportback commercial. If you know more, please comment below.
Finally, here is an A8 promotional video. Total different music style. Why? No international Sound Branding guardians! My opinion: Audi is loosing it’s initially power and consistency of their Sound Branding approach.
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This does not really surprise me. Every country and/or product manager tries to do marketing his or her way. Mrs. Bochmann and her team do not seem to have the power (and/or persuasiveness) to integrate it all… .
Hi Karsten,
thanks for your comment. I agree with you. The key questions are: are the Sound Branding guidelines too flexible? Or is there no international brand guardian function in place? I guess it is a bit of both…
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