One of the more interesting projects that I worked on with my colleagues at Sonicbrand was for a leading toothpaste company who wanted to explore the “sound of clean” in the context of an electric toothbrush. The outcome of the project was more interesting on a theoretical than practical level as actually engineering a cheap electric toothbrush to sound like the equivalent of an oral Rolls Royce was pretty difficult. Therefore I was interested to hear what Colgate would come up with from their latest foray into sonic branding.
Colgate, a brand built around probably the most inappropriate colour for those thinking about cleaning their teeth (red), has been around for ages and has the luxury of being known by pretty much everyone who likes to avoid regular visits to the dentist. So it is interesting to hear the expansion of their brand identity through a new sonic logo created by CORD Worldwide .
Toothpaste marketing has often featured sonic branding through the use of jingles that either go on about how bad your breath smells or try to turn two minutes of scrubbing into a Glee type moment. Just check out Aquafresh’s Brushing Song. In the case of Colgate they have gone for something more global and subtle. Following some fairly extensive development work we have the Colgate sonic logo. Three seconds of audio that, if the various marketing agencies around the world use carefully, we will probably be hearing a lot more of in the future.
The use of the sonic logo in the new advertising campaign feels a little forced as it differs so much from the main ad music but that is not such a bad thing as it makes you more aware of it. The true strength of the logo will emerge over time as they make further developments and utilise the flexible nature of their new sonic branding to create an adaptive platform for the communication the whole Colgate brand.
This is one for all you sonic branding purists.
For all those interested in how music and brands can play nicely, here is a new book you should have a look at: Hit Brands: How Music Builds Value for the World’s Smartest Brands.
It brings together a trio of leading thinkers and business minds from the world of music and brands. You’ve got Daniel M. Jackson, founder and MD of CORD Worldwide, Richard Jankovich, who has loads of impressive job titles and has worked with some of the biggest brands, and Eric Sheinkop, CEO of MusicDealers.
Forget that Union J 2014 Annual you were thinking of buying and try this for some bedtime reading.
Tata make a lot of cars in fact they make a lot of things. Thanks to a heads-up from Rachna Shah at CORD I got to enjoy the latest ad for Tata’s Nano car, who knew that Kickassness was one word. The ad is another example of Tata Group’s love of using music in their marketing. Back In June Tata Capital launched their “Do Right” campaign with the help of a music video featuring Shankar Mahadevan, Ehsaan Noorani and Loy Mendonsa.
When it came to the relaunch of the Nano, a car that’s had a pretty troubled history, Tata decided to make audio a key part of the rebrand. The Nano’s sonic branding was created as part of the brand’s building blocks which should ensure it work’s over the long term and not simply as a campaign feature.
You can read more about the relaunch on Brand Channel in the meantime I think we should all “Celebrate AWESOMENESS”.