Wednesday, 24 November 2010

Do you sound as unique as you think you are?

For years, brands have used music in their marketing communications in a myriad of different ways – just think ice-cream van jingle, tv show themes or the famous Intel ‘bongs’.

Although not a new phenomenon, sonic branding is becoming an increasingly strong vehicle for conveying a memorable brand message.

Sonic branding increases brand recognition across a variety of platforms, since people will hear music even when they’re not necessarily looking at or paying attention to something. As we all know music is a powerful memory trigger and engages on an emotional level. So when used well, sonic branding can create memorable brand experiences and reach consumers in ways that purely visual branding can’t.

trademarkDM had the opportunity to use sonic branding in our latest TVC for HOSTPLUS. The signature HOSTPLUS melody, which has evolved over three campaigns since its first launch in 2005, was re-scored using a glockenspiel to draw the audience into the ad, as well as set the mood. Because the same distinctive melody was used, we’re building a musical brand language that the audience becomes familiar with over time.

Obviously it’s not just enough to have music. It has to be the right music for the brand, the channel, the target audience.

So think about what brand message you’re sending next time you pick a ringtone for your mobile.

HOSTPLUS Signature Melody