John Groves

Jingles and spoken slogans – a revival?

Posted by admin on March 20, 2015
News, Sound Branding / No Comments
Gary Lupyan

Gary Lupyan

A comment by John Groves

*** For German version please see below ***

Language can make the invisible visible. That is, succinctly put, the result of a recent study by U.S. American scientists. Gary Lupine, University of Wisconsin, and Emily Ward, Yale University, have discovered that auditive stimuli influence our visual perception to a much greater extent than previously thought. Their study proves that what we see depends largely on what we are hearing, thinking or feeling at the time.

 

Goethe said it already – many years ago: „You can only see what you know“. However, the current scientific evidence serves as a further argument in favour of multi-sensory communication.

A small triumph for Sound Branding

Especially considering the debate about the necessity of strategically developed acoustic stimuli in advertising, these study results are a real triumph. The many brand sound experts who, like me, have been preaching about the potential of Sound Branding for years, now finally have it black on white:

Jingles and spoken slogans in combination with visual stimuli are effective marketing instruments that have the power to measurably anchor brand messages deep in the minds of consumers.

A come-back for the jingle?

Based on these study results, a renaissance of jingles and spoken advertising slogans seems likely. After all, when money is tight, marketing strategists are on the look-out for effective and economic measures to draw the consumer’s attention to their products and services. A good, catchy jingle can actually meet both of these criteria.

Just think of how successful jingles were in the 80′s and 90′s! Consider our own Mentos jingle „Fresh goes better“: Even though it hasn’t been in use for more than 10 years, many people – from Moscow to New York – can still recognise the tune today. In German speaking countries, jingles like „VISA – Die Freiheit nehm’ ich mir“, „Hier ist DEA, hier tanken sie auf!“ and „Mmmm – Melitta macht Kaffee zum Genuss“ have made their respective brands unforgettable.

Long live the earworm!

Further information:

http://www.pnas.org/content/early/2013/08/08/1303312110

http://www.newscientist.com/article/dn24035-words-prompt-us-to-notice-what-our-subconscious-sees.html

http://www.spiegel.de/wissenschaft/mensch/wahrnehmung-woerter-helfen-augen-beim-sehen-a-916413.html

http://www.groves.de/en/sound-branding/referenzen/mentos-case-study/

German version:

Gute Zeiten für Jingles und gesprochene Werbeclaims?

Ein Kommentar von John Groves

Sprache kann Unsichtbares sichtbar machen, so lautet, lapidar formuliert, das Ergebnis neuester Studien U.S. amerikanischer Forscher. Gary Lupyan, University of Wisconsin, und Emily Ward, Yale University, belegen, dass auditive Stimuli unsere visuelle Wahrnehmung stärker beeinflussen als bisher angenommen. Speziell das gesprochene Wort formt unsere Realität. Was wir sehen hängt davon ab, was wir gerade hören, denken und fühlen.
Diese Erkenntnis ist vielleicht nicht ganz neu, denn bereits Goethe erkannte „Man sieht nur, was man weiß.“ Dennoch dient der aktuelle wissenschaftliche Beleg als weiteres Argument für die multisensorische Kommunikation.

Ein kleiner Triumph für das Sound Branding 

Speziell in der Debatte um die Werbewirksamkeit akustischer Reize ist dieses Studienergebnis ein kleiner Triumph. Alle Markenklangberater, die – wie ich – schon seit Jahren auf das Potential akustischer Markenführung setzen, sehen sich bestätigt. Visuelle Reize werden in Verbindung mit gesprochenen Werbeclaims und Jingles zu effektiven Marketing-Waffen, die die Werbebotschaft tief im Unterbewusstsein des Konsumenten verankern. Ich spreche in diesen Zusammenhang gerne von der Strategie des trojanischen Pferdes, einem Eindringling, der harmlos getarnt in einen sicheren, geschützten Bereich vordringt – in das Unterbewusstsein.

Ein Come-Back von Jingle und gesprochenem Claim?

Basierend auf dieser aktuellen Studienlage wird ein Come-Back von Jingle und gesprochenem Werbeclaim immer wahrscheinlicher. Schließlich suchen Werbestrategen doch gerade in Zeiten knapper Kassen nach effektiven, aber auch ökonomischen Maßnahmen, sich beim Kunden Gehör zu verschaffen. Und genau diese beiden Kriterien erfüllt ein einprägsamer Jingle.

Erinnern Sie sich daran, wie erfolgreich Jingles in den 80er und 90er Jahren in der Werbung eingesetzt wurden. Obwohl unser Mentos Jingle „Fresh goes better“ seit über 15 Jahren nicht mehr in Verwendung ist, können heute noch viele Menschen von Moskau bis New York die Melodie wiedererkennen. In deutschsprachigen Ländern machten zudem die Jingles „VISA – Die Freiheit nehm’ ich mir“, „Hier ist DEA, hier tanken sie auf!“ und „Mmmm – Melitta macht Kaffee zum Genuss“ ihre Marken unvergessen.

Lang lebe der Ohrwurm!

Quellen und weiterführendes Material:
PNAS
New Scientist
Spiegel Online
GROVES Case Study Mentos

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Sound Branding: an established marketing discipline

Posted by admin on January 05, 2015
News, Sound Branding / No Comments

Music has always been a part of marketing communications, but it is now producing measurable results thanks to a relatively new discipline called Sound Branding. Although many companies have yet to discover the benefits of this systematic approach, it seems that the marketing masterminds are now acknowledging the huge potential that Sound Branding has to offer.

This is what Amir Kassaei, Heino Hilbig and Nick Law think about the systematic use of sound and music in branding, advertising and communications:

 

Amir KassaeiAmir Kassaei, DDB Worldwide Chief Creative Officer:

„It’s not about the right sound or the right piece of music. It’s about the strategic question “What should my brand sound like?“

„Music is one of the most important tools for adding emotion to a brand. It has something no other medium can offer. It can reach people’s hearts if you’re using it right.”

Read the entire interview with Amir Kassaei here:
http://blog.ivgroup.cc/2012/03/06/great-minds-on-music-an-interview-with-amir-kassaei/

 


Heino HilbigHeino Hilbig, CEO, Mayflower Concepts / Former Head of Corporate Marketing, Olympus Europa Holding

“Whereas these days, most of us are quite fit in visual branding – when it comes to the sound of a brand, we’ve still got quite a way to go! (…) We, the marketers, have to ask ourselves a potentially embarrassing question: how it is possible to have overlooked such a vital part of our responsibilities for such a long time?”

Read his comments on Sound Branding and the book „ComMUSICation“ (by John Groves) here:
http://www.commusication.tv/reviews2

 

 
Nick LawNick Law, EVP, CCO of R/GA North America

„We know the advantage music has in the storytelling space, because nothing evokes emotion so viscerally as music.”

“Music has a great advantage in these new frameworks because we all understand music as a system. [iPhone makes text noise.] There we go! There’s a great example of sonic branding, right? (…) Apple has taken the time to brand all of these sounds, these functional sounds. I don’t think many companies are using sound in as sophisticated of a way as they could be.”

“I think music is actually a perfect language for multiple contexts.“

Read the entire interview with Nick Law here:
http://blog.ivgroup.cc/2012/04/04/great-minds-on-music-an-interview-with-nick-law-11/#more-727

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Book “ComMUSICation – From Pavlov’s Dog to Sound Branding”

Posted by admin on February 01, 2012
News, Sound Branding / 1 Comment


CommusicationOut Now: John Groves’ book “ComMUSICation – From Pavlov’s Dog to Sound Branding”

Oak Tree Press 2011

Music can say so much. It can make us laugh or cry – it can make us remember our first kiss as though it was just yesterday. Just one chord in a film score is enough to tell us that someone is hiding behind the curtain. We can even hear how a person is feeling just by the sound of their voice.

By understanding how such processes work, we are able to create sounds that trigger the desired associations in a branding context.

John Groves, a music consultant and composer with a long track record of creating memorable melodies for brands such as Olympus, Mentos, Bacardi, Mars, Visa, documents the birth of a new discipline: Sound Branding.

He shares personal experiences and anecdotes of how music can be responsible for suicide, revolutions, and making people pay more for a glass of wine. He explains how sound and music can be used strategically to provide identification, differentiation and generally to steer perception.

ComMUSICation is a mix of cutting-edge scientific findings and one man’s analytical – and sometimes humorous – views, ending in a walk-through of his structured system for developing and managing Brand Sound Identities.

This book is a a must-read for anyone involved in marketing, advertising, branding, music – in fact, for anyone who has ears!

Get your free excerpt of the book and further information on
http://www.commusication.tv/

The book is published by Oak Tree Press, Cork, Ireland. ISBN 978 1 78119 000 5 (Hardback) ISBN 978 1 78119 001 2 (ePub) ISBN 978 1 78119 002 9 (Kindle).

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Sound Branding – New revenue opportunities for songwriters and musicians?

Posted by Birgit Elke on October 25, 2010
News, Sound Branding / 1 Comment

Brand sound specialist John Groves speaks at congress SongFest in London / UK

John Groves, brand sound specialist from Hamburg, Germany, takes part in a panel at the premiere of the congress Songfest in London on October, 25th 2010. As participant of the panel “Sound Branding – Hum that Brand” John Groves and other experts from the branch will discuss the future of Sound Branding as well as the professional potential of this new business area for musicians and composers. The three-day congress SongFest is presented by BASCA (British Academy of Songwriters, Composers and Authors) and takes place at the London Brickhouse from October 25 to 27, 2010.

Sound Branding: Hum that Brand

From the Intel bongs to the pips for Radio 4 News, sound branding has long been a part of everyday life. Coca Cola recently embedded their sonic brand in a chart hit moving the use of them into a new league. However, will this evolution be the golden goose of songwriter revenue? Or has the swell of bedroom laptop composers and the deals they agree to strangled the bird already?
• What is sound branding?
• What makes a successful brand sound?
• How much money can a songwriter make?
• When making the deal for your composition to be used what should you look out for?

The event is on Monday 25th October in Brick Lane and the panel is at 2.45pm.

The other panellists are:
Chris Smith, PCAM / CEO The Barbershop Music Co.
Jonathan Goldstein, PCAM, Medienkomponist
Joe Glasman, CEO Hum
John Groves, CEO GROVES Sound Communications

About Songfest

This Autumn, the British Academy of Songwriters, Composers and Authors (BASCA) is holding an exciting new three day festival for budding British songwriters called SongFest. It aims to support the future talent of the music industry.

SongFest will take place from 25th – 27th October at The Brickhouse. From the page to the stage, this event is designed to help young talent carve a career out of songwriting. There will be a host of different activities each day, including interactive music seminars given by the experts and a ‘speed-dating’ event where the mix of like-minded musicians can exchange ideas and hear from A&R experts. In the evenings there will be live gigs showcasing the hottest unsigned talent, hosted by PRS for Music, London College of Music and BASCA.

For further information on the panel and the congress please visit
www.songfest.org.uk

For further information on BASCA
www.basca.org.uk

For further information on John Groves and GROVES Sound Communications
www.groves.de

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Sound Branding: Top consultants give seminar

Posted by Birgit Elke on March 11, 2010
News, Sound Branding / No Comments

Workshop „The basics of Sound Branding“
with John Groves, GROVES Sound Communications

As part of a series of five workshops at the Audio Branding Academy, John Groves will be giving a workshop on Saturday, March 13 at 10am in Hamburg.

After a theoretical introduction to the history and future of Sound Branding, John Groves will be reporting on his practical experiences of many years in the development, production and implementation of brand sounds. On the basis of several case studies the audience will be given an insight into the widely acknowledged methodology of GROVES Sound Branding and will be introduced to various strategies of translating brand attributes into music and sound. In the concluding part of the workshop, John Groves will address effective ways to implement a systematically developed brand sound. A first and very important step being the so called Stakeholder buy-in which is about strategies to increase internal acceptance.

Further lecturers:
• Patrick Langeslag, audio consulting group, Hamburg
• Prof. Carl-Frank Westermann, Metadesign AG, Berlin

For further information visit
http://audio-branding-academy.org

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