Case Study: the sound of Scion
Unless you live in the US Scion might be a new name to you, but this car brand developed by Toyota, like their other sub-brand Lexus, is aimed at a very distinct target audience, but in this case the young car buyer. Scion’s mission is to “provide distinctive products, the opportunity to personalize, and an...
The sound of…the humble spud?
The Potato Council of Great Britain have decided to promote the National Chip Week with a new website lovechips.co.uk and to further their cause they have persuaded former children’s TV presenter Keith Chegwin to write a little song to celebrate the humble chip called “Cheggars Chip Tune”. Said song is so bad this may be...
Duffy to put the fizz back into Diet Coke?
The Coca Cola company, who you might expect to be a bit of a pariah for many ‘credible’ musicians, managed to tempt the White Stripes Jack Black into creating a unique soundtrack for their advertising in 2006, have now persuaded the biggest selling UK artist of 2008 to become the new face of the brand....
Dear agencies, before you read the brief…
Go on… put that marketing brief down for a moment and close your eyes… What can you hear? What can consumers hear when they come into contact with that brand that is written on the top of that brief on your desk? Click below and have a look and listen to what we get up...
We are Drowned In Sound…
Drowned In Sound is the UK’s premier online music zine, and also home to the label that has brought you music from Martha Wainwright, Bat For Lashes and the Kaiser Chiefs. We met up recently with editor and label-founder Sean Adams, who rather kindly asked us to contribute a regular column for the site. In...
Dear Microsoft, if creating music is the point of your product, is this the best way to promote it?
OK, I have just picked this up from videogum, holy moly, and a bunch of other places. I struggle with this for so many reasons. Firstly, unless we have all been duped, this ad (one of three) is legitimate. I found them here Second, it is Friday. I struggle with lots of things on a...
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Something for the weekend…
We love sharing music, and as a special early Christmas gift we thought we’d give everyone access to our latest “It All Ad’s Up” podcast, which we put together on a regular basis for our friends who are responsible for music syncs in advertising agencies across the world. The aim of the podcast is to...
Strange Bedfellows?
Music and politics aren’t always the easiest of bedfellows. When artists get it right (be it Woody Guthrie or the Last Poets) it can be truly inspirational, but when done badly (do I really need to give examples?) it can do a lot more than just make you cringe. However, it doesn’t seem to stop...
sonic space: The Sound of Las Vegas
Ruth Mortimer pointed out a great example of how sound matters for brands in her article Branding the Perfect Pitch in Brand Strategy (February 2005). In Las Vegas it is not music that greets you when you enter a casino, it is the sound of coins coming out of slot machines. A few years ago...
Sonic Spaces: Brussels Airlines
So there I was landing in rainy Brussels at 0930 when I was confronted with the soft sonic branding of Brussels Airlines. None of this Lakme nonsense of British Airways for them or the equally peaceful music found on Emirates…oh no. It’s disco time on the morning flight…Brussels Airlines wants to to shake yah bo…dee...
Sonic Spaces :Gatwick Airport North Terminal
Travelling to Brussels by plane really makes you appreciate the joy of travelling by train. I had an early flight out on Tuesday from London Gatwick and hated every minute of the journey. However, there was one redeeming factor. As I headed to Gate 109 in Gatwick North, holding on to the rail as the...
Mc Branding
The McDonald’s ‘I’m Loving It’ chant is up there with the Intel Inside sonic logo as probably one of the most recognised pieces of sonic marketing. But how do you keep your sonic logo sounding fresh? How do you stop consumers from going “not that again”? Well how about you get your consumers to reinvent...