Depending on how you define it, sonic branding goes back thousands of years to vendors chanting in the streets to sell their wares. But if we’re going to limit it to mass media, we go back to 1926. At the time, Wheaties was a failing product. That is, until they decided to sing about it….
Classic Jingles Getting Modern Updates
We’re very much in the midst of a sonic renaissance. Podcasts, streaming content, and voice tech are all on the rise, sound and music are driving social media on TikTok, and it seems like every week, another big brand is coming out with a new sonic signature. But it’s not always new sonic signatures. With…
Jingle is not a Genre
A few blogs ago we talked about the full-sing jingle and its recent resurgence. I was suggesting that the format was more relevant now that commercials are often (for better or worse) shorter than thirty seconds. Music and singing are simply a faster means of setting an emotional tone and creating something more memorable than…
The Full-Sing Jingle: Is it Coming Back?
From roughly the seventies to the nineties, it felt like nearly every commercial was a full-sing jingle. And when I say full-sing, I’m referring to a commercial that is entirely sung, as opposed to just singing the brand name and maybe a slogan. Those never really went away, especially in certain industries like insurance. But…
Sing or No Sing: Audio Brand Power Moves
There are exceptions to every rule. I’ve always felt very strongly about having a brand’s name as part of its audio mnemonic. This often takes the form of a jingle, but not always. Sometimes the spoken name worked into a strong melody can be just as effective. It’s often a better fit as well depending…