It has been discussed in the sound branding scene. Now it’s finally here the new BMW Sound Logo. To make it short: I am personally very disappointed!
I am happy about every good Sound Branding case (see Audi). It helps to grow this topic, however; in this case it is a big step back.
The new TVC – they will be first launched in France & UK – can be seen here.
And here is the old Sound Logo (at the end).
From my perspective it is not a Sound Logo it is a sound effect. Can you recall it tomorrow morning after you wake up?
For me it sounds like a mystery thriller or a sound effect of “Who Wants to Be a Millionaire?”. There is no fit to the aesthetics of BMW. Look at a print ad from BMW and listen to the new Sound Logo. Does it fit?
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.
Eight Mile Style, the company that is responsible for licensing Eminem’s songs, has filed a lawsuit against Audi in the Hamburg regional court in Germany, claiming that the Audi A6 commercial uses a version of Eminem’s “Lose Yourself” without permission. (Source: Spiegel News magazine)
The Eminem song was used in this year’s Chrysler’s Super Bowl spot. Moreover, the Audi spot … Continue reading
Posted in Sound Branding, Sound Branding Case
Tagged Acoustic Identity, Audi, Audio Branding, automobiles, Brand Management, Brands and Music, Chrysler, copyright issues, international brand management, legal issues, Sound Branding
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
I just received this Email.
I’m writing this because I thought that both you and your readers might want to know that Sound Branding Blog has been included in our article, “Top 50 Up and Coming Branding Blogs.” Please don’t hesitate to let me know if you have any feedback, I’d love to share it with the team –
Co-founder, Advertising Blog
A note about our methodology: When finding blogs our authors use popular search tools (Google/Bing), observe blog rolls, and peruse social media sites. The most relevant, and interesting blogs are then included in our article, which doesn’t rank blogs, but rather lists and categorizes them.”
Thanks a lot for this feedback! I like it :) and it shows the power SoundBranding has! Karlheinz Illner
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
Skoda just came out with a new TV commercial for the Skoda Fabia VRS. From a sound and music perspective this spot is quite a revolution and image shift for Skoda. The spot “Made of meaner stuff” can be seen above.
Compared to the previous spots, e.g below one from Australia, Skoda shifts gears and wants to reposition itself “meaner” and more attractive to the male target group.
What I find very interesting that Skoda is not … Continue reading
Posted in Sound Branding Case
Tagged Audi Sound Branding, Audio Branding, BMW, Brand Communication, Brand Management, brand values, Brands and Music, international brand management, Karlheinz Illner, Sound Branding, Sound Logo