McDonald's' sign in Harlem. (Photo credit: Wikipedia)
The voice of McDonald’s is a worldwide contest to discover, recognize and reward the most talented singers among the more than 1.7 million employees working in McDonald’s restaurants. From a branding perspective it’s a nice combination of employer branding, employee motivation and public relation. The competition was kicked off in 2005 and in 2011 more than 20,000 employees entered Voice of McDonald’s IV.
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… Continue reading
Posted in Sound Branding, Sound Branding Case
Tagged Acoustic Identity, Advertising Efficiency, Audi, Audio Branding, automobiles, brand, Brand Communication, Brand Management, Brands and Music, international brand management, Multisensual Branding, Sound Branding, Sound Logo
Sound Logo is the acoustic match of the visual logo and therefore one of the most commonly used elements of sound branding. It should be a distinctive sound (differentiation) which reflects the brand character (brand fit). Moreover it should be easy to remember (memorability) and flexible enough for usage at the relevant brand touchpoints (flexibility). In most cases it is a short (1 – 2 sec.) melody (Nokia), sometimes just a sound sequence (e.g. BMW). Some refer to it as the soundmark of a brand. The Sound Logo should be used… Continue reading
Posted in Sound Branding Glossary
Tagged Acoustic Identity, Audio Branding, Brand Communication, Brand Touchpoints, Brands and Music, Multisensual Branding, Sound Branding, sound branding definitions, Sound Branding Glossary, sound branding terms, Sound Logo, Soundmarks
This is the TV Spot for the new worldwide Coca-Cola campaign (Agency: Wieden+Kennedy, Amsterdam). The song for the TV commercial “Can you feel it” is performed by One Night Only, a new upcoming british band from Yorkshire. As stated by Coca-Cola the song is supposed to be the next Coca-Cola anthem!! Very interesting from a Sound Branding perspective: Coca-Cola’s Brand Theme (Motif) is… Continue reading
Posted in Sound Branding
Tagged Acoustic Identity, Audio Branding, Brand Communication, Brand Management, Brand song, Brands and Music, Can you feel it tonight, Coca-Cola Sound Branding, Coca-Cola Sound Logo, international brand management, One night only, Sound Branding, Soundmark
Have you ever dreamed of to give your favorite band some inspiration? Coca-Cola translates this idea into action. Coca-Cola Music, a new music program that will give teens the opportunity to be part of the creation of a new song and … Continue reading
Some days ago I have been interviewed by Christian Schmitt from Vogel Business Media (one of the leading German business publishing groups) about Sound Branding. A special topic is the relevance of Sound Branding for B-to-B brands.