Every week we post a jingle, song or piece of music that we just can’t get out of our head.
I was originally looking for another version of this popular jingle when I happened upon this gem.
As a music composer I’m impressed with the use of counterpoint and cannonic effects. For you as a listener it’s all sweet sounds…And maybe a little hunger filling as well?
Sniff This
Have you ever pulled a carton of milk out of the fridge only to see the date on it has expired? Then, I can only assume, you gave it a sniff because we all know the dates on these things are off by a week or two. If it smells a little off you throw it out. If it smells okay you might take a chance on it but even then you’ll probably toss it just in case.
Consumers and service buyers use the sniff test everyday. You’re probably using the sniff test right now.
Think about when a customer goes to your web site and they see something that looks ancient. Right then they’ll be giving you a sniff test – and you’ll fail. Same goes for all of your other marketing materials.
Of course the opposite is true for something that looks, feels and sounds new. People will scrutinize you less. Think about how many people, smartly or not, buy a new home without an inspection? These same people won’t think about buying an older home even for a second.
Give your brand a sniff, what do you smell?
Every week we post a song or jingle that we can’t get out of our head.
The past few days here in London, Ontario have been blistering hot. What’s better then a refreshing drink. Of course nothing is better than the real thing.
Here’s a Coke campaign circa 1994:
What I like most about this jingle is that it can be used in multiple languages (as below). For an international brand this is a key point that needs to be addressed.
If you are a marketer it is important that you be different. For some reason that message has be forgotten in the me-too world of today.
To be different I think it’s important for you to communicate how you will stand out right from the top down to the bottom in terms of corporate strategy. That means your mission statement should provide a guiding light for your organization on how it will be different.
Just recently I ran into this mission statement, “Attract, serve and delight our customers by offering value through innovation, products and services.” On the surface it sounds like an inspirational mission. My problem with it isn’t the goal that it is trying to achieve but that it can simply stand in for any company out there. Secondly, I have no idea who the company is when I read it.
To test if your mission statement, or any other communication, is truly different swap your company name with another company. Does it still work? If it does then you need to rethink your statement.
An easier way to do this is to create what my friend Roy Osing in his book Be Different or Be Dead calls The Only Statement. Simple finish this sentence, Our company is the only…That…So that… Use the resulting statement to formulate a strong mission.
A mission statement should be thought of as a path you wish to take. If you follow a path that someone else is taking then you’ll end up in the same place. But, maybe that’s your goal?
Every week we post a song or commercial jingle that we can’t get out of our head.
Here in Ontario, Canada you know when summer has arrived when Marineland commercials are on the air. With it’s catchy jingle I don’t mind.
If you have been paying attention over the last decade or so you would have noticed that both of these companies have made incredible turnarounds. In fact, at one point or another both Apple and Avis were on the brink of complete obliteration.
Essentially these companies were able to align their marketing message with the perception (aka position) that the general public had put them in.
Avis made its big push when it claimed that “We’re #2, so we try harder.” What Avis has done here is turn a negative into a positive. Harry Beckwith is a huge proponent of flipping a negative in his book Selling the Invisible.
In Apple’s case their strap line “Think Different” has propelled them to new heights. Here’s why I believe it works.
Back when Microsoft was on top in the late 1990s Apple was perceived as the different computer, you know the odd child. By changing their marketing message they just like Avis have created a way for consumers to believe that Apple is the best.
First, find out what your clients think of you. Where do they see you in the marketplace? Once you have that data work your communications so that it fits with how you are perceived.
Every week we’ll post a song that we can’t get out of our head,
What better way to celebrate Friday than with a Kit Kat.
Enjoy the weekend!
On Friday I made a post in our sticky songs section. The post used one of Canada’s favorite songs, the original theme for Hockey Night in Canada.
A few years ago the broadcasting company, CBC, decided not to renew the license for the theme song. To make sure they had a new song that Canadians liked they crowdsourced for a new song by using a competition and a large cash prize.
Crowdsourcing for the new song worked well, however, the fans of HNIC were still attached to the original song. This is a problem for HNIC because they have lost an identity. Neither the competition or the new song helped the ratings either. In fact, HNIC has not seen good ratings until this year’s Stanley Cup playoffs.
Could you imagine Intel without its signature bong?
Many brands struggle with this issue because they choose not to make sound a property of the brand. I’ve also discussed a similar problem in a blog post called losing your brand voice.
The solution for brands is to purchase the rights to the music they choose to have in their promotions. You might be thinking that the cost of this is would be sky high but if your brand is willing to put out $75,000 for visual identity protecting your sound properties should be just as important – particularly in an age of digital media.
Love to hear your thoughts. Please post them below.
Every week we’ll post a song that we can’t get out of our head.
Today is Canada day here in the North. So, a Canadian themed song is due.
Hockey is Canada’s game and for that reason we are attached to Hockey Night in Canada. This is the original song that most people would know. Unfortunately, this song fell out of flavour (see look I spell like a Canadian) for the managers of HNIC. For good old times lets have a listen.
Enjoy and have a happy Canada day!