Sonic branding is a great way to reinforce a brand’s identity and make viewers or listeners aware of whose ad is on the air. It speaks a universal language, and it can serve as a brand’s signature on its sound and motion advertising.
Essentially, it’s a logo you can listen to.
Sonic branding can be awesome, but what happens when one brand’s melody sounds like another brand’s melody?
Here’s a spot from Nationwide Insurance’s World’s Greatest Spokesperson in the World campaign. Turn the volume up, and be sure to listen to their sonic branding in action at the start of the spot.
Now, watch and listen to a spot from the new V8 campaign featuring Jackie Chan, and listen to the sonic branding at the start of the spot. Does it sound distinct, or is it pretty close?
Personally, I think it’s a pretty close match. Now, it might not be that big of a deal since these two brands are in completely different product categories, but it does raise a couple bigger questions: How distinct is distinct enough, and is it only important to be distinct within your product category, or is it vital to be so different that you’re not like any other brand in the world?
Last Saturday marked two firsts: My first trip to a great rope swing located at the Georgia State Botanical Gardens, and my buddy Clark Hurst’s first appearance in a Twilight Criterium bike race. What an awesome day!
Thanks to fellow Matchstic intern Kelly Carnes, the Athens Man Challenge now has a t-shirt! I think it’s absolutely incredible. Let me know if you’re interested in one!
Take your average, run-of-the-mill 3.4 mile run, but add a treacherous 3/4 of a mile hill to tackle just before the finish. Now paste an ROTC course to the finish line, featuring among other things, 10 pullups, 10 dips, and a hell of a rope to climb. That sounds like fun, right? Well how’s-about we add some cherries and whipped cream on top of this extravaganza and just do the whole run carrying a cinder block. That’s what we did, and it was another wild Man Challenge Sunday!
Cradling it like a baby, one-handed at our side, bear-hugging it, on-the shoulder, and over-the-head described the way we went about lugging our 25-30 lb. friend around town. Once we were underway, it took little time for two favorites to jump out in front. Clark and Tom gained a sizable lead over the mile and a half, and there was no looking back. They took 1st and 2nd, while I finished 3rd and Jay 4th.
One thing to note about this Man Challenge came at about the 1.7 mile mark of the race, as we passed by Cali ‘N’ Titos on Lumpkin Street. Thanks to the onlookers who cheered us on as they enjoyed their delicious cubans, tacos, and plantains!
As always, if you’re interested, feel free to email us at firstname.lastname@example.org and we’ll let you know when our next one is!
It is absolutely beautiful outside right now! I’m so ready for my bus to come by so that I can get to my house, change clothes, and enjoy this perfect day!