Why Major Corporations Embraced Sonic Tagging
Whenever you watch the McDonald’s commercial, think of the little tune that you hear at the end when the “M” logo appears…
Buh dup bup bup bah!
That tune paired with McDonald’s logo is called a sonic tag, and it’s becoming much more of a focus for brands around the world.
It’s Nothing New
Musical quips and songs have been around since the dawn of radio advertising. Take this old commercial from Coca Cola, for example:
For the last century or so, major corporations and brands have used music to sell their products and services. Until only recently, however, has visual advertising once again been challenged – and supported – by sonic branding.
It’s All Thanks To Technology
If you have an Amazon Echo or Google Home and you listen to the radio or your favorite podcast, you’ve probably run into audio advertising at some point – just like a traditional radio.
These devices have revolutionized the way we interact with our everyday technology. From the fridge to our lights and even our vacuums, with just a command from your voice you can easily interact with your home.
What does this have to do with sonic tagging, you ask?
Well with more and more people using vocal commands with devices such as the Amazon Echo and Google Home, the sounds that are heard from these devices are a main focus during development.
Depending on what your audience is listening to on these devices, any video advertisements you’ve been running may be converted into pure audio – if your brand isn’t audibly recognizable, then you’re missing out on new and repeat business.
Sonify Your Brand
It’s very important that if you’re going to develop your own sonic tag that it’s done right. Many videos feature logos that have a sonic tag that’s too complicated, too simple, or just isn’t easy to sing back.
The thing is, a 2-3 second sound clip actually has a lot of thought put into it, just as a logo that appears simple was created by master designers (e.g., Pepsi paid over 2 million dollars to redesign their logo; it’s much more modern and designed with exact mathematical ratios).
I don’t know exactly how much McDonald’s paid for its sonic tag, but I would bet that it was quite a lot. That company had it pretty easy though – they already had an old one to go off of, and just took the first half of the entire tune (buh dup bup bup bah, I’m lovin’ it!) and then made their commercial fade to black.
Siemens & Halske was founded by Werner von Siemens and Johann Georg Halske on October 1st, 1847. Based on the telegraph, their invention used a needle to point to the sequence of letters, instead of using Morse code.
Today, Siemens is a multi-billion dollar technology company that’s recently heavily invested in Iranian technology advancements. Their marketing department created an incredible video explaining why audio branding is important for their company mission:
By creating this high-quality video explaining in-depth as to the reasons they care so much about the sonic tagging they’ve developed, Siemens is one of the major corporations that’s set the stage for brands around the world.
Whether your business is big or small, you’re going to need an audio tag. Luckily for you, I specialize in audio production.
To end this article, I’ve included the official Cassus Media sonic tag that I use in all of our video content:
Paul Cassarly is a U.S. Marine Veteran, entrepreneur, and musician living in Altoona, PA. He is a graduate of the Berklee College of Music in Boston, MA and holds a Bachelors of Music Production.
Paul has assisted businesses with their marketing needs throughout the U.S. and Europe. He founded Cassus Media in 2017 to give himself a creative outlet and forge his own career path.
Currently, Paul is involved in several business ventures and leads a busy life. He always makes sure to make time for his family and their two cats, Boo & Adora.
About Cassus Media
Founded by Paul Cassarly in 2017, Cassus Media is a marketing agency that is involved in various business ventures and provides website, audio, and video production services to small businesses around the U.S. Learn more →
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