Harmonizing Hits and Sonic Identity: The Future of Music in Advertising
By Vivika Zuske & Valentin Keil
In the dynamic landscape of advertising, music plays a pivotal role that goes beyond mere background accompaniment, evolving into a key component of brand storytelling. Two strategies, hit licensing and sonic branding, have proven to be the most utilised approaches to charge brands with music. Each strategy offers distinct benefits, but their combined application provides a holistic approach to how brands can resonate with their audiences.
Hit Music Licensing: Emotional Resonance and Instant Connection
Hit music licensing involves incorporating popular songs into advertisements. This strategy leverages the pre-existing emotional connections that audiences have with these songs. A familiar tune can evoke specific feelings or memories, creating an instant connection between the viewer and the advertisement. This bond can be powerful—a well-selected hit can amplify a campaign's message and enhance brand recall.
However, hit music licensing comes with challenges. Licensing popular songs can be costly and may not always align perfectly with the brand's identity or campaign message. Additionally, the impact of a hit song might overshadow the brand itself, making the song memorable but the product less so.
Sonic Branding: Crafting a Unique Auditory Identity
Sonic branding, in contrast, involves creating a unique sound or musical motif that represents a brand. This approach focuses on the development of purpose driven sonic assets that are derived from the core of a brand. In the classic sense, this could be a sound logo, jingle, or theme that becomes synonymous with the brand. Sonic branding aims for long-term association and brand reinforcement. When executed effectively, these unique sounds can trigger recognition and recall just as powerfully as visual logos do.
Creating a sonic brand requires a deep understanding of the brand's values, personality, and target audience. It's a collaborative process that typically involves composers, sound designers, and marketers working together to capture the essence of the brand in a few seconds of sound.
Juxtaposing for a Holistic Approach
We advocate for a juxtaposed approach that combines hit music licensing with sonic branding, offering a comprehensive strategy for incorporating music into advertising. Hit songs can deliver immediate emotional resonance and cultural relevance for short-term campaigns. Meanwhile, a distinctive sonic identity lays the foundation for sustained brand building and recognition. This dual strategy allows brands to engage audiences in the short term while building a lasting auditory legacy.
A prime example of this innovative approach is McDonald's "I'm Lovin' It" campaign, which stands as a testament to the transformative power of music in branding. The campaign's catchy jingle, recognised globally, was originally part of a song produced by the Neptunes and featuring Justin Timberlake. The phrase "I'm Lovin' It" quickly transcended its origins to become McDonald's worldwide slogan, with the jingle adapted into a sonic logo that permeates the brand's commercials, digital platforms, and even the ambiance within its restaurants. This sonic identity has become so ingrained in the public consciousness that it instantly conjures images of McDonald's, showcasing how elements from a popular song can evolve into a brand's auditory hallmark.
Similarly, the recent collaboration between food delivery service Just Eat and Christina Aguillera & Latto, which underpins the slogan "Did somebody say" with star power, illustrates another dimension of this trend. Although not directly derived from a hit song, Just Eat commissioned Snoop Dogg to write an original song, which was also interpreted by Kate Perry in later campaigns. This approach anchored the brand culturally and made the brand message synonymous with food cravings. In addition, a connection was made to a wider audience through relevant artists to increase brand awareness in a highly competitive sector. Along the way, Snoop Dogg secured the brand a slot in his concert set by playing the song as part of his last tour.
Epilogue: Crafting the Future Soundscape of Brands
Working at imagine., we navigate the intricate landscape of advertising with a balanced approach that utilises both hit music licensing and sonic branding. This dual strategy not only amplifies the immediate appeal of brands through the emotional power of popular music but also cements a lasting identity through distinctive sonic signatures. The key takeaway here is the profound synergy these strategies unlock, offering a blueprint for brands to not only capture attention but also to foster enduring connections with their audiences.
Looking at trailblazers like McDonald's and Just Eat, we witness the tangible outcomes of this harmonisation: a jingle or sound logo that becomes as iconic as the visual logo, transforming every auditory touchpoint into an opportunity for brand reinforcement. These examples serve as compelling evidence that when music and brand identity converge effectively, the result is a deeper brand resonance and a stronger emotional bond with consumers.
As we look forward, the future beckons with the promise of even more innovative integrations of music and branding. Brands that master the art of blending hit music's immediate allure with the timeless echo of a unique sonic identity will not just be heard; they will be remembered and cherished. This is the future soundscape of branding—a realm where every note and every beat plays a pivotal role in weaving the fabric of a brand's identity, ensuring that their message doesn't just resonate momentarily but echoes through the hearts and minds of their audience, enduringly.