Question
Sounds of Marketing
Sound of Colgate and Other Marketers Using Sounds
Did you know that there is research about how sound influences consumers and connects them with a brand? Colgate recently conducted research on developing a new branding campaign. They designed a new sound to connect consumers with emotions and feelings that will have a positive affiliation with the brand. The use of sound and music has been used since the early days of advertising. The 1970s and 1980s were a popular period of time for the commercial jingle. The jingle was used by marketers to connect consumers to a brand with a catchy song or phrase with music that consumers could quickly identify the commercial. Over time and repetition of the commercial, consumers could even identify the commercial by the sound or music even if they didn't have the visual directly in front of them. The sounds and music over time quickly connected consumers to the brand and consumers would even sing along with the commercial. Many commercial jingles become a part of our lexicon. The repetition of the jingles created a reinforcement strategy to help consumers learn the message and to make the brand message be top of mind with consumers.
Colgate:
MassiveMusic - International Creative Music Agency
The
sound of colgate sonic and Audio Branding/Brand
Audio identity/massivemusic
1980s Jingles: https://www.getsomethinggreat.com/ the-11-best-company-jingles-from-the-80s/
Links to an external site.
Discussion Questions
What do you think of the new Colgate sound? Do you think it is effective (yes or no) and give your reasoning for your response.
How do you think sound can be used by marketers to reach the Generation Z and other younger consumer groups in advertising in both traditional media such as TV and radio and also with newer media such as digital media and social media?
Why do you think music or sounds
and phrases are helpful in the IMC process? Give an example of a company you think
has a good marketing sound.
Expert Solution
With the historical success of
jingles like McDonald's "I'm Lovin' It," and Intel's chime as
examples, Colgate's introduction of a new branding sound serves as an effective
example of the use of sound in marketing as it fosters emotional connections,
reinforces brand identity, and helps with message retention across a variety of
media platforms, appealing to both traditional and younger consumer
demographics.
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