Tag: branding

Singing Me a Song

Upon reading Elisha’s blog, I found myself vigorously nodding my head (my exercise of the week) in agreement, having gone through the exact same experiences as her in regards to brand jingles. Music evokes the human brain’s senses and emotions, and it is through the awakening of a combination of such that allows the mind to absorb brand jingles at a faster rate than advertisements endorsing only a single sense (e.g. posters providing only visual aid). As annoying as a jingle may be, the brand can easily be absorbed into a person’s conscience through this melodious medium, allowing the brand to immediately surface at the top of consumers’ minds at the slightest mention of the its associations. The main purpose of the jingle has been fulfilled.

For example, the store that immediately crept into my mind when “bed mattresses” is mentioned? Sleep Country (Canada). Its “Sleep Country, Canada, why buy a mattress anywhere else?” jingle is not necessarily a tune that one would want as a MP3 on one’s iPod, but it’s catchy, and it has been ingrained into the head of so many consumers that for most, it’s the first (and often only) place that will appear to consumers’ minds at the slightest mention of “bed mattresses”.

Other jingles that come to mind:

Midas: “Trust the Midas Touch”

Hungry Hungry Hippos

McDonalds: “I’m loving it”

Intel

Tags branding, Hungry Hungry Hippos, Intel, Jingle, McDonalds, Midas, Sleep Country

Marketing

Open Happiness

Open Happiness. Ouvre du bonheur.

With the focus on product packaging in today’s class, Coca-Cola immediately came to mind. Launched in the late 1800s, the Coca-Cola bottle had incurred many transformations, keeping up with the world’s constant need for change. However, despite its many changes, ever since 1915, the Coca-Cola bottle has maintained its famous contour-shape.

Coca-Cola Over the Years — http://popsop.com/2022

Coca-Cola’s bottle is the epitome of the importance of packaging. Because of the company’s decision to maintain the bottle’s distinct shape over the years (albeit with slight modifications), the bottle is one of the most highly recognized icons of today. Even without the words “Coca-Cola” imprinted onto the logo, one can instantly associate it with the soft-drink giant, having already instilled long-ago the bottle’s shape in his or her mind. It’s simple, it’s unique, and it is undeniably a sustainable advantage of the company.

Some Coca-Cola Bottles — http://tinsiders.blogspot.com/2008/02/coca-cola-bottle-designs.html

On a slightly different note (but still keeping the Coca-Cola theme), one of my favourite all-time ads:

Tags branding, Coca-Cola, packaging

Marketing

@justinbieber

At 16, Justin Bieber has accomplished what most could only dream of ever accomplishing (check Wiki). How does one go about creating such a legacy as his?

In Adam Enbar’s Social Media Marketing Lessons From Justin Bieber blogpost, Scooter Braun, Justin’s manager, offered a 4-point analysis on the marketing success of his client (linked blog above). This is a perfect reflection of the customer relationship building component of a value driven brand. In creating an online presence through Twitter and YouTube, fans are offered a glimpse into and are constantly updated on the singer’s life, creating a continuous pull on fans’ loyalty. It’s similar to my experiences in opening fortune cookies: once my message has been read, I immediately look forward to the opening of the next cookie. Humans are curious creatures, and that is a trait that can be capitalized on to build customer loyalty.

As well, Justin’s use of Twitter has allowed his fans ample opportunities to communicate their desires on what they hope to see. In doing so, Justin was able to provide answers for their demands, keeping fans loyal, and, most importantly, turning them into advocates for the Justin Bieber brand. They asked for an autobiography; they got it in First Step 2 Forever: My story. They demanded a movie; Justin Bieber: Never Say Never will be released on Feb. 11 (just in time for Valentine’s). The singer’s legion of 6.8 million Twitter followers is proof of their advocacy and dedication to him.

The Justin Bieber brand is huge. It’s bigger than the population of Denmark. It’s bigger than the Jolie-Pitt clan. And, really, for a brand to be bigger than Brad, Angie, and their 2339 kids is an amazing accomplishment–all due to the power of social media in creating value-based marketing. And, in all honestly, Baby is quite catchy.

Tags branding, Justin Bieber, social media