My sister hated Sunday mornings. Especially the time between 6-9am. Primetime for me, the younger brother, to sing all the jingles I remembered. And, I remembered a lot. Palmolive, Meister Proper (Germany's Mr. Clean), Ajax, VW, BMW – you name it. Sure, I could claim this showed my passion for advertising at an early age. I would argue, it shows the power of jingles. Small pieces of music and text that just attached themselves to my brain and the brains of millions.
Which Brings Me Today's Commercials.
Did this ever happen to you? You're talking about a commercial, something interesting you saw. And you either can't recall the brand name. Or you think it was advertising for a different brand. Happened to me many times. The commercial was so memorable, I wanted to share it with someone. But the name of the brand or product was almost seen as an annoyance, as something to disrupt the art of advertising. Decreasing brand recall, ad recall and all those other important metrics. I might not recall any Mazda commercial but once I hear "Zoom-Zoom" there's no doubt what brand is trying to communicate with me. Old-school mnemonic that helps people to link back to your brand. Most brands shy away from this tactic.
Why is That?
Many brands/agencies don't believe they are in the communication industry. They believe they are in the trend-chasing business. They start by asking the question: "What's the next trend and how can we jump on the bandwagon before everybody else does?" When you're in the trend-chasing business, you tend to forget about things that just plain work. It's just not cool to have a jingle. It's cooler to be on Foursquare or develop an application. But is it more effective?
Let's Bring Back the Jingle. Music to my Ears.
Uwe Hook is the CEO and Co-Founder of BatesHook, Inc. (www.bateshook.com) and a veteran of the advertising and marketing industry with the goal of building connections between people and brands. Uwe can be reached at firstname.lastname@example.org.
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