Branding: Bring Back the Jingle!

Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day." Why is this?

Part of it is probably that in the digital age, there are so many more options. Companies spend money on electronic campaigns rather than television, because they know there's a planet full of non-TV watching prospects that can be reached via the internet. Digital equipment makes video production super fast and easy, which means that if you've got an idea for something outlandish and wild that possibly involves a celebrity or special effects, it can be done fairly quickly. Musicians and celebrities are willing to sell the rights to their music or their image, to advertisers who want people to equate their brand with a popular song or celebrity icon. Many advertisers opt to make commercials that attract attention for bizarreness or shock value.

Even so: is a commercial that's loaded with larger-than-life graphics, chilling special effects and famous celebrities going to make people remember your product? Is a commercial that's off-beat and "artsy" a good choice as a brand builder? These days, there's an awful lot of information to take in. Your commercial might be cutting-edge creative, but what does that matter if people are only half-paying attention anyway?

We retain information by developing associations. In recalling people and events, your brain links one idea to another and then connects the two. Music does this especially well. Is there a song that reminds you of your first love? Is there a "soundtrack" to your life that conjures up a steady stream of memories? Most people would answer yes. Which would explain why kitschy little songs from '70s and '80s television did such a nice job of burning all of those brands into our minds and keeping them there to this very day.

I used to write ad copy for Toys"R"Us. I remember when they decided to bring back their classic song, of course you know what it is! "I don't wanna grow up, I'm a Toy"R"Us kid..." It was the perfect time to do this. The original Toys"R"Us kids were all grown up with new Toys"R"Us kids of their own... but the memory was still there, ready to be brought back to life. So the second time around, Toys"R"Us funked up their famous old jingle, hired a band to play the "rock 'n roll rendition..." unveiled a "whistling only" version of the tune... and did it bring back the Toys"R"Us kid in all of us? You bet it did!

Even if some of them were annoying, the campy jingle lives on in our memories! Can you identify the tune that goes with each of these famous lines?

"Starburst fruit chews... a burst of refreshing fruit flavor for you..."

"A double pleasure's waiting for you..."

"G.E.... we bring good things to life!"

"It's a good time for the great taste of McDonalds!"

"Whatever it is I think I see... becomes a Tootsie Roll to me!"

"There's a fragrance that's here to stay, and they call it... Charlie..."

"Now, you see it. Now, you don't! Here, you have it. Here you won't..."

"You can roll a Rolo, to your friend... it's chocolate covered caramel from end to end!"

As we progress further into the digital age, we must realize that sometimes a simple message is often the most effective one. That's especially true for branding.

If you're about to embark on a grand-scale advertising plan, consider hiring someone to write a short, catchy jingle that you can use in your television, radio, and even internet advertising. Make it a tune that's sure to stick in the consumer's mind. Just like the classic commercials you know and love, you'll be remembered for generations to come.

Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Wordfeeder.com for free tips on branding, copywriting, marketing and more.

MORE RESOURCES:

RELATED ARTICLES

Attract More Clients With A Brand Identity
You've probably heard that people buy products and services from people they know, like and trust. And, as I have done, you've probably wondered how you can foster more of this "Know-Like-Trust" factor in your business relationships.

Pressure Washing Companies and Co-Branding
Pressure washing companies often miss what we call 'super niche' markets, those industries which very much need pressure washing services and are willing to pay top dollar for them. One such industry is the signage business.

Living Your Brand on the Web - Part 1
OK, so you took the plunge and purchased your internet domain. Good for you! Now what? According to Google.

Managing the Corporate Brand - a Reputation Perspective
Adored, respected and coveted by customers and organisations alike, corporate brands represent one of the most fascinating phenomena of the business environment in the 21st century. Their importance is unquestionable.

Image is EVERYTHING
The absolute foundation of your small business is your image. The way potential clients and/or customers perceive your business sets the stage for the way your product or service is recognized and ultimately judged.

You Bored Me at Hello - Top Three Strategies for Networking Your Brand
"You had me at hello," those famous words from the movie Jerry McGuire let Tom Cruise know that Rene Zellweger's character was hooked from that point and the rest of his talking was unnecessary. When in networking situations, many small business owners leave people with a slightly different feeling.

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements
While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is not always possible.Whenever you work with a designer other than the original who created your logo, stationery and marketing materials, we suggest a few practices that will prove invaluable for ensuring a consistent look and feel across all of your marketing communications.

Branding 101: Why Its Critical to Business Success and How to Do It Right
What's Your Brand?A brand is a product/company personality that helps distinguish it from the competition. It evolves out of the product essence.

Franchising is Virtually Fraud Free
The number of complaints to the Federal Trade Commission on Franchising do not indicate ramped fraud in the franchising sector. The FTC before Congress gave a report showing that the number of complaints was fewer than one tenth of one percent, lower than any other industry.

Quality and Service - Yeah, Right!
One of the critical drivers of business success is having a unique competitive advantage. Most managers understand that to attract a larger share of the market, or find enough customers prepared to pay a premium price, they must provide something of greater value than their competition.

How Brand as an Intellectual Property has Led to Corporate Globalisation?
IntroductionGlobalisation is referred to as a set of profound material changes that have an impact on relations between societies in the past few decades. The identifiable features of these material changes are witnessed in the development and growth of web, satellite transmission, fibre-optic technology, broadband operations, transnational corporations and the emergence of World Trade Organisation.

Brand Positioning - Brand Image
That cross-trainer you're wearing -- one look at the distinctive swoosh on the side tells everyone who's got you branded. That coffee travel mug you're carrying -- ah, you're a Starbucks woman! Your T-shirt with the distinctive Champion "C" on the sleeve, the blue jeans with the prominent Levi's rivets, the watch with the hey-this-certifies-I-made-it icon on the face, your fountain pen with the maker's symbol crafted into the end .

Business Branding - How Character Affects Customers and Your Business Image
The public buys far more than just your products, services and so-called image promotions. Whenever they interact with anyone or anything associated with your business, they are automatically branded emotionally, good or bad, by the totality of your business character.

How Do You Define a Good Logo Design?
Everyone wants his company logo to be the best but how good is good? How do we define a good logo? Is it necessary to be colorful or an exquisite piece of art? Can a simple design work as a good logo? We are often in a dilemma.Now to define a good logo design we first need to understand the purpose of having a logo.

Time To Revamp Your Visual Identity?
Look at your company logo. Does it fade into the background against other images you use to promote your company? Has it become dated? Does it still fit with your company vision? Is your message connecting with the customers you want?Your visual identity is a vital tool in communicating the essence of your business.

Value-pricing Strategy: Were not The Cheapest but...
In this highly competitive online marketplace, it can be difficult to persuade customers to buy from you when you offer a similar product to your opposition but with a higher price tag. And trying to beat competitors on price alone is a cut-throat business, very risky and not recommended.

Naming Names... How to Name your Business
Sometimes the best inspiration comes from hearing about the deconstruction of other company's names. For you, I am happy to share how I came up with�"Slice A Day :: your slice on marketing".

Simple Risk Reversal Formula Will Send Your Sales Into Space (1 of 2)
Make A Bold Promise Then Back It Up With An Awesome GuaranteeOnce you know what problem you, your service or your business can solve or what genuine benefit you can deliver then guarantee it!A bold promise backed up with an awesome guarantee:* Enables You To Significantly Raise Your Price* Gives You A Genuine Differentiator* Increases Sales and Commitment* Demonstrates Rock-Solid Certainty In Your Abilities - People Find This Confidence Very AttractiveIf you don't currently guarantee what you do then I bet it's down to one of these three things..

Why You? -- Professional Identity Branding
You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.As Robert Krumroy, Identity Branding, Inc.

Simple Risk Reversal Formula Will Send Your Sales Into Space (2 of 2)
Make A Bold Promise Then Back It Up With An Awesome GuaranteeWe finished the last article with a mnemonic..