Artists & Brands

Sound Branding: Coca-Cola are getting it right at the World Cup 2014

Posted by admin on July 26, 2014
Artists & Brands, News, Sound Branding / No Comments

Coca Cola FIFA World Cup 2014

Even though Coca-Cola are the undisputed leaders when it comes to using music in advertising (“I’d Like To Teach the World to Sing”, “First Time” a.s.o.), it has generally been campaign based. After a rather long period of disorientation at the end of the 90′s, Coca-Cola have developed a Sound Logo which, despite its initial rather discrete use, has been implemented quite consistently – especially in the Olympics and other major sporting events.

Now, as FIFA-Sponsor, they are really showing the world how Sound Branding works with their official song – “The World is Ours”.

So, what are they doing right? Apart from choosing a singer who was born in Brasil and is already quite well known from the “The X Factor”, they have created a rather catchy middle-of-the-road song and given it a distinctive Brazilian feel by featuring percussion from a group called Monobloco. But most important of all, the song features the Coca-Cola Sound Logo, which although prominent, is still used aesthetically. Admittedly, the majority of people may not able to sing the Coca-Cola Sound Logo on demand, as they probably could with “Intel“. Nevertheless, I predict that this track will trigger a definite association to Coca-Cola in the minds of the great majority of listeners.

The secret formula? Simple, clear – and consistent.

Sound Branding – it’s the real thing!

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NIVEA and Asher Lane – Interview with Michael Kramer

Posted by admin on October 19, 2006
Artists & Brands / 6 Comments


BRAND SOUNDS – BRAND NEW! In the new podcast series, we are pleased to introduce the managing director of the agency \STREAM (a division of TBWA\Group Germany). His name is Michael Kramer (photo).

\STREAM is the first special division for brand entertainment that was founded by the TBWA\Group Germany in the year 2005.
In this podcast, John Groves and Michael Kramer are talking about the small but important difference between “brand entertainment” and “branded entertainment”. Moreover, they are talking about the NIVEA “Around The World” campaign. The intention thru the emotional effect of the music was a rejuvenation of the brand NIVEA. \STREAM initiated a co-operation between NIVEA, WARNER MUSIC and the band ASHER LANE. The song “New Days” was especially composed for this campaign and \STREAM started a very smart promotion…

There is more to hear and typical for BRAND SOUNDS, a lot of inside information. The 6 episodes will be published weekly. In the player below you can listen to a short preview of the interview or click here to see the NIVEA TV-Comercial from the “Around The World” campaign. To get the whole series, subscribe to our podcast for free on your favourite podcast platform:

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Any suggestions or comments? Feel free to post!

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SMUDO of “Fanta 4″ and O2

Posted by admin on August 23, 2006
Artists & Brands / 7 Comments


CAUTION, THIS IS HOT! Here are some brand new Episodes in which John Groves interviews SMUDO from “Die Fantastischen Vier” – Germanys chart-topping hip-hop act. These days also known as “Fanta 4”.

They talk about the partnership between the Telco 02 and the Fanta 4, tour sponsorship and the use of their hit “TROY” in TV commercials during the football WM 2006.

In the player below you can listen to a preview of the interview. To listen to the whole interview (5 Episodes), subscribe to the BRAND SOUNDS podcast for free on your favorite podcast platform by klicking on the hyperlink:

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Any suggetions or comments? Feel free to post!

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Lou Pearlman and NSync

Posted by admin on August 14, 2006
Artists & Brands / 2 Comments


Exclusively for BRAND SOUNDS, John Groves interviewed Lou Pearlman in London. They talked about his experiences with brand and artists partnerships.

For those of you who don’t know who Lou Pearlman is, shame on you. He is the manager of the Backstreet Boys, N’Sync, US5 and responsible for these people selling billions of records and having great sponsorship and brand partnership deals.

In the player below you can listen to a preview of the interview. Check out the whole episode by subscribing to the BRAND SOUNDS podcast for free at your favorite platform:

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Pearlman has also been a producer and occasional guest for MTV’s “Making The Band II” with P Diddy. And, as if beeing a music mogul wasn’t enough for Pearlman, he has also added author to his resume with the release of his book, “Bands, Brands and Billions”.

Have fun and feel free to post comments.

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Christina Aguilera and Mercedes-Benz

Posted by admin on July 27, 2006
Artists & Brands / 5 Comments


Artist & brand partnership at it’s best! Hear the story of how the advertising agency ‘Springer & Jacoby” supervised the co-operation between Christina Aguilera & Mercedes-Benz for the ‘A-class’ campaign. Get behind the scenes info about the song “Hello” which was specially composed for the campaign – “Follow Your Own Star“.

In the player below you can listen to a preview of the interview with Mr. John Groves (GROVES Music Communications) and the creative director of Springer & Jacoby, Mr. Toygar Bazarkaya.

To listen to the whole interview (9 Episodes), subscribe to the BRAND SOUNDS podcast for free on your favorite podcast platform by klicking on the hyperlink:

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Please feel free, to post comments.

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