Archive for February 20th, 2008


The package deal

February 20, 2008

I saw this new Jaguar ad recently and I loved it – great use of music.
It caught my attention, and I think it represented the brand very well (energetic, youthful, sexy, sophisticated and swarve – very desirable!).
The problem is the song is “Hush” covered by Kula Shaker (originally by Deep Purple)…I love the Deep Purple version but have always hated the Kula Shaker rendition. The only explanation I can give as to why I like the advert then is the combination of the visuals.
I know that many adverts were bad because of the use of music (In my opinion, all the coffee/health food adverts that have used a James Brown song), but this Jaguar advert is proof that you need both elements to succeed.


Imitation is the sincerest form of flattery

February 20, 2008


…makes makes me think of Honda


The problem with history

February 20, 2008


In researching the history of how music has been used in branding I encountered a problem – How do I tell this story?
I could tell you the differences between a salesman shouting slogans in a marketplace during 17th century London, and Coca Cola’s “I’d like to teach the world to sing” (1971); however I would have a hard time telling you how the former evolved to the latter (if it did); or the cultural significance of both; or even how this all relates to story of sonic branding.
Not to mention like with any history, the more you discover, the more convoluted it gets.

To give myself some guidance I have borrowed tactics from a similar field: popular music theory. Tim Wall…
“First we should aim to examine moments in the history of music culture, but rather than choosing just those seen as significant through totalising theory, we should start with single moments and then seek to understand their significance.
Second, we should keep a sense of the mainstream and the margins, but we should seek to examine how they interact as discourses of musical culture and how they make each other meaningful at any particular moment.
Finally, we should be interested in the cultural material out of which a particular practice is built, but we should see this as more than a simple idea of musical roots, and instead as the musical and cultural repertoire that is available for particular music culture practices” (Wall, T., 2003, Pg.18).

It is simply not enough to search for key events in the history of music in branding on Google. I need to understand the pasts significance, and only then will I be able to look at the present, much less the future
This isn’t the only model I will adopt, but it is certainly relevant.

Perhaps this is a good starting point…
Salenoise: a timeline of music and advertising