The Jingle: A Brand’s Pickup Line for Consumers

Wednesday, July 23, 2014
The Jingle: A Brand’s Pickup Line for Consumers

Imagine you’re out with friends when a stranger walks right up to you and says, “Give me a break. Give me a break. Break me off a piece of that.” Or they offer to “Double your pleasure, double your fun.” Or they simply give you a sly smile and remark, “Bah-da-ba-ba-baahhhhh, I’m lovin’ it.”

What would your reaction be? Sure, these are well-known brand jingles. But they have something else in common as well: they sound an awful lot like corny pickup lines. And the resemblance isn’t coincidental.

Numerous organizations are leveraging unique sound identifiers — from musical taglines to the start-up sounds of tech devices. It’s called audio branding. And they’re doing it for the same reason that you associate a different song with a blindsiding breakup, with that infamous cross-country road trip or with your high school team’s superstitious pregame ritual. Because music has the ability to augment and clarify our memories as they’re being stored.

In fact, studies have shown that music engages the brain globally, activating the auditory, motor and limbic (emotional) areas simultaneously. When paired with music, a visual stimuli (such as a logo) is remembered in greater detail, for longer.

And if there’s anything a brand wants to be, it’s remembered. After all, establishing an expressive, compelling connection between a company’s customers and its offerings is the whole point. So the next time you hear audio branding, be flattered; it means that brand is digging what you’ve got going on and hopes the feeling is mutual.

Katie Tillou

A curious, creativity-craving advertising copywriter who believes that puns are underrated and that 90% of brands are far less consumer-centric than they should be. 

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