DeBeukelaer just started (10/3/30) a new TV Campaign in Germany including a newly developed Sound Branding. It consists of a Sound Logo (whistled at the beginning of the commercial) and a Brand Score which repeats the melody of the Sound Logo. The theme of the commercial is “joy” – the joy to eat DeBeukelaer cookies. It’s more of an image spot as it doesn’t feature a specific cookie version.
The question to me is: Do the sound character and the voice reflect joy?
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 →