O ften times, an audio brand’s audio logo can uniquely engage customers, create memorability and affinity to a brand.

 

Here are a few of our favorites…

 

 

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1. FOLGERS COFFEE
Folgers created a competitive advantage with other coffees; you ‘hear’ the brand when you see it in a store. Introduced in ‘84, “The best part of waking up, is Folgers in your cup,” has been rearranged and recorded through the years, including by Aretha Franklin, Randy Travis and Rockapella. After creating an on-line contest inviting coffee-lovers to submit an updated version of their jingle, they amassed 1,000,000+ new followers on Facebook, and sales increased 4%,

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2. THX
A unique, sophisticated, and literal sonic identity. A piece of art.

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3. SNCF
France’s French National Rail System created an audio identity, with multiple music adaptations, infusing the identity in over 120 customer touchpoints. In a study by GMV, there was an increase in recognition (98%), attribution and approval (94%), and a strong connection to the brand, both in France and abroad. The study also noted that 81% of the audience is attached, or very attached, to the audio logo.

http://www.sixiemeson.com/en/audio-identity-sncf.html

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4. BAND-AID
The audio logo, written by Barry Manilow, resurfaced in ‘07, swiftly garnering an 8% sales increase for Johnson & Johnson. They used music to sell “trust.” Band-Aid now controls 64% of the adhesive bandage market and 38% of all wound care sales. Band-Aid also has an annual sing-along contest, where you post a video of your child singing to their jingle for prizes. Emotional and affinity branding at its best.


http://goo.gl/vPaB8P

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5. THE KENTUCKY DERBY
Right place. Right time. Right song. “My Old Kentucky Home,” starts and so do the tears, this is the most important and respected horse race in the world.

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6. FRENCH OPEN
Sophie Alexandre, Dr. of Marketing for the French Open, said, “It gives us great pride to be the first in the world of sporting brands to create an audio tool as powerful as our voice.” An audio identity, with a library of versions, was deployed in 50 touchpoints, including on all French broadcasts.

http://www.sixiemeson.com/en/audio-identity-for-roland-garros.html

Identité sonore Roland – Garros / Grand Prix Stratégies du Design 2014 from Sixième Son on Vimeo.

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7. NBC
Three notes. 5, 3, 1. NBC’s commitment to this audio logo for decades — recording buckets of versions of this theme; chime versions, full orchestral versions, vocal versions sends positive emotional feeling about NBC. No other network has pulled this off.

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8. NATIONWIDE
Their ad campaign is about how Peyton Manning can’t get the audio logo out of his head. “From a paid-media perspective, it’s one of our most effective ads ever,“ said Jennifer Hanley, Sr. VP of Brand Marketing for Nationwide. From a social-media perspective, it’s one of the most talked about ads in the history of Nationwide.” The ad has made 20 million ‘organic impressions’ from people sharing ads on Facebook and Twitter. She said more iterations of the ad are in the pipeline. http://goo.gl/fvkTfd

 

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9. AUDI
Audi has been at the forefront of ‘sound branding,’ and creating a cohesive audio brand – including having their own sound studio.

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10. GO COMPARE
A UK-based insurance company launched this musical commercial campaign – yielding exceptional results. After 3 months of the campaign, GO Compare saw a 20% increase in customers, as well as a 450% increase in brand awareness.

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11. IN-N-OUT
It’s happy. It’s peppy. And it puts a smile on your face. And each of the numerous vocal, instrumental, abbreviated, and lengthy versions, reinforces the lovemark “In-N-Out” has in the crowded marketplace.