Branding: Bring Back the Jingle!

Did you grow up in the '70s and '80s? If so, you probably have a slew of campy jingles from various TV commercials filed away in your brain. Today, advertisers still use jingles to help identify their brand, but not nearly as much as they did "back in the day." Why is this?

Part of it is probably that in the digital age, there are so many more options. Companies spend money on electronic campaigns rather than television, because they know there's a planet full of non-TV watching prospects that can be reached via the internet. Digital equipment makes video production super fast and easy, which means that if you've got an idea for something outlandish and wild that possibly involves a celebrity or special effects, it can be done fairly quickly. Musicians and celebrities are willing to sell the rights to their music or their image, to advertisers who want people to equate their brand with a popular song or celebrity icon. Many advertisers opt to make commercials that attract attention for bizarreness or shock value.

Even so: is a commercial that's loaded with larger-than-life graphics, chilling special effects and famous celebrities going to make people remember your product? Is a commercial that's off-beat and "artsy" a good choice as a brand builder? These days, there's an awful lot of information to take in. Your commercial might be cutting-edge creative, but what does that matter if people are only half-paying attention anyway?

We retain information by developing associations. In recalling people and events, your brain links one idea to another and then connects the two. Music does this especially well. Is there a song that reminds you of your first love? Is there a "soundtrack" to your life that conjures up a steady stream of memories? Most people would answer yes. Which would explain why kitschy little songs from '70s and '80s television did such a nice job of burning all of those brands into our minds and keeping them there to this very day.

I used to write ad copy for Toys"R"Us. I remember when they decided to bring back their classic song, of course you know what it is! "I don't wanna grow up, I'm a Toy"R"Us kid..." It was the perfect time to do this. The original Toys"R"Us kids were all grown up with new Toys"R"Us kids of their own... but the memory was still there, ready to be brought back to life. So the second time around, Toys"R"Us funked up their famous old jingle, hired a band to play the "rock 'n roll rendition..." unveiled a "whistling only" version of the tune... and did it bring back the Toys"R"Us kid in all of us? You bet it did!

Even if some of them were annoying, the campy jingle lives on in our memories! Can you identify the tune that goes with each of these famous lines?

"Starburst fruit chews... a burst of refreshing fruit flavor for you..."

"A double pleasure's waiting for you..."

"G.E.... we bring good things to life!"

"It's a good time for the great taste of McDonalds!"

"Whatever it is I think I see... becomes a Tootsie Roll to me!"

"There's a fragrance that's here to stay, and they call it... Charlie..."

"Now, you see it. Now, you don't! Here, you have it. Here you won't..."

"You can roll a Rolo, to your friend... it's chocolate covered caramel from end to end!"

As we progress further into the digital age, we must realize that sometimes a simple message is often the most effective one. That's especially true for branding.

If you're about to embark on a grand-scale advertising plan, consider hiring someone to write a short, catchy jingle that you can use in your television, radio, and even internet advertising. Make it a tune that's sure to stick in the consumer's mind. Just like the classic commercials you know and love, you'll be remembered for generations to come.

Copyright 2005 Dina Giolitto. All rights reserved.

Find out how crisp, targeted copywriting can make a world of difference for your business. Dina Giolitto is a Copywriting Consultant with ten years of experience. Visit http://Wordfeeder.com for free tips on branding, copywriting, marketing and more.

More Resources

Business:Branding Articles from EzineArticles.com
01/02/2018 08:01 AM
Partners In Crime or Brothers In Arms?
"... and though they hurt me so bad, in the fear and alarm... you did not desert me, my brothers in arms" Dire Straits - As one year ends and another begins, I listen and read the predictions of the direct response marketing industry leading professionals (the kind of marketers that have been around for more than a decade, not the flaky "gurus" on Facebook) for the new year.
12/29/2017 11:50 AM
Ways to Choose a New Brand Name for Your Company
What do you think is the key difference between SMEs (small and medium scale enterprises) and large scale enterprises? Why a SME fails to sustain through risks and challenges unlike a large enterprise? Well, the work culture matters.
12/20/2017 08:16 AM
How Can CRM Solutions Help to Build Your Brand?
This article is going to guide you on how dynamic CRM solutions can benefit your business and can help you to build a strong brand value. This is an undeniable fact that in today's technologically progressive era, the business market is extremely competing.
12/19/2017 09:42 AM
Create A Successful Inhouse Marketing Series For A Global Audience On A Shoe-String
This article will help you launch a new online marketing strategy. It is a strategy on a shoe-string. A successful talent search can also be evolved.
12/19/2017 08:11 AM
Trends That Will Reshape Content Marketing
Experts are of the opinion that within the next five years, almost half of the content will be generated by machines. By observing these trends and accepting them as new opportunities, content marketers and companies will be able to develop truly innovative web experiences which ultimately improve ROI.
12/19/2017 08:00 AM
Why Copycatting Should Be Legal
The dating scene was always a hot market, but there used to be a time where copycat pickup artists roamed the land - One specific story of a pickup artist codenamed "Styles" comes to mind - he was very popular on the scene and taught some of his tricks to the wannabe crowd in seminars. So one day the original Styles was walking down the LA strip when he sees a whole bunch of copycat Styles walking around, dressed like him, with shaved heads like him, talking like him, using his opening lines...
12/14/2017 03:45 PM
What Love, Culture, Brands and Energy Have in Common
Love belongs in the business world, and without it, we're empty of passion, drive and personal responsibility. Love breed a great culture, and culture breeds a great brand.The connection between love, company culture, brands and energy is that business leaders care deeply about these things and much more in their very human drive to build the best company they possibly can.
12/14/2017 03:43 PM
How Sales, Marketeing, Branding & Digital Dysfunction Are Dragging You Down
Getting sales and marketing to talk to each other may feel like torture, but it has never been more critical - especially for the more than 5 million mid-market industrial and B2B companies in the U.S.
12/12/2017 08:09 AM
Reaching a Wider Base With Promotional Aids and Inflatables
Advertising offers business to reach a large regional or local customer base, there are advertisements like TV ads that can bridge geographical gaps and have a wider audience reach. With advertising, you give more meaning to your brand, especially when you handle it in the correct manner. When creative branding is involved, you end up with unique propositions, and this makes you stand out from the competitors even though you are offering similar products.
12/06/2017 07:57 AM
How To Profit From A 5,000 Year Old Persuasion Mechanism
My wife's sister got married yesterday. It wasn't your ordinary wedding. See, she's orthodox Jewish, kind of like the crowd you see in Brooklyn.
12/03/2017 10:44 AM
Why This Nazi Hunter Makes The Skeleton Dance
Martin Scorsese is a freakin' genius. He's also a total nutjob, which makes him that more interesting. Why?
11/27/2017 08:23 AM
How Can You Use a Mobile Application to Market Your Brand?
This article is going to guide you on using an effective mobile application as a potential tool to promote your brand in the competing business market. Traditional marketing is pretty much expensive and promoting the brand through normal advertising is what everyone else does!
11/26/2017 07:55 PM
8 Personal Branding Mistakes That Are Hurting Your Business
Consumers now more than ever feel they need a stronger connection with the companies they engage in business. Interestingly, I have noticed more and more corporate surveys are heavily modified with questions about "how do you feel this company represents itself?" Branding and business representation are imperative in today's market. How you come across and are perceived are more important than just a logo and a tag line.
11/26/2017 10:10 AM
The Los Angeles City Logo Needs An Upgrade And Rebranding
The absurdity of political correctness has surely reached its pinnacle in California or so you'd think. In discussing this with a few college students at Starbucks who were studying for their gender studies class we noted that California's image has changed and so to should its tourism advertising and logo. Some cities out here in California have changed their logos over the years, given them some serious rebranding and upgraded graphics. For Los Angeles, it's time, time to get real and have a logo that really reflects what's going on here today. No sense in leading anyone astray, especially when they come on vacation or decide to illegally move here and stay.
11/20/2017 11:53 AM
10 Tips to Deciding Your New Business Name
Naming your business really is the first brick you lay in building your business. It's the foundation on which your entire business will rest. Here are 10 tips remember while deciding on a new business name.
11/19/2017 10:21 PM
5 Steps to a Strong Personal Brand on Social Media
Personal branding in social media is not as simple as most people think. You really need to audit yourself apart from the branding of your business and the branding of your website. It is more personal, and directly interacting with people in a more enclosed and scrutinized medium so be sure you have all your bases covered, including up-to-date profiles and a overall well thought out strategy.
11/13/2017 04:28 PM
Secrets to Creating a Visual Brand Identity That Sets You Apart
Have you taken the time and effort to truly define your brand? A brand just is not about the greatest logo or most visually appealing pictures. Brands define you and your business, promotes professionalism and purpose and builds confidence and rapport with your target audience.
11/13/2017 09:39 AM
The Relationship Between Brands And Influencers
Influencer Marketing is very familiar to marketers, The concept is to build a reputation and visibility for your brand by using the popularity and power of those popular people we call "influencers." Influencer Marketing requires an overtone approach, packed with a lot more variables in order to be successful. Even before, it is hard to get attention, so in this article, we are going to discuss brand's relationship with an influencer. What do brands searching for in an influencer?
11/10/2017 10:17 AM
How to Build Your Professional Brand Using Digital Strategies In The Construction Industry
Are you looking for ways to advance your professional brand in the environmental, engineering or construction industry? In a technology age where employers and industry leaders are using digital platforms to connect, engage and collaborate, establishing a solid presence online is vital to staying current in today's strategies. Being active online will give you the slight edge, separating you from other colleagues in your niche.
11/07/2017 09:55 AM
What Is Viral Marketing And Why Is It Right For Your Brand?
Viral Marketing - what do you think it is? Well, if you have no idea, let us clear it to you. It is one of the common marketing strategies to drive a flood of customers that raise awareness of your brand among more and more people. In simple words, it is a type of marketing that spread like a virus and encourage word-of-mouth that has the power to increase conversion.
11/07/2017 08:34 AM
7 Crucial Elements to Building an Effective Personal Brand
Creating your personal brand is paramount to your entrepreneurial business success. In the old days, one just used a logo without going deeper in how the potential clients relates to you. You have to be more dynamic and strategic in your planning in creating familiarity and trust. Being consistent with high standards is so important. Please read the following article for insights in creating or augmenting your personal brand.
11/07/2017 08:34 AM
Watch the Film Again to Win
Your business, like the football team, competes against an opponent, and today, with the almost universal ability of your customers and prospects to search the internet, you are competing against businesses world-wide. To succeed, you must perform the same type of analysis; develop the same type of plan.
11/06/2017 12:16 PM
Building Your Personal Brand: Are You Qualified or Disqualified by Your Internet Presence?
When building your personal brand, it is vitally important to consider the quality of content you publish about yourself. It has the power to hinder or promote you.
11/03/2017 02:42 PM
What Are the Challenges When It Comes to Branding?
Branding is NOT easy! It is not just about giving a name or attractive logo or slogan. It is one of the most challenging tasks you will ever face as a small business owner.
10/31/2017 08:41 AM
Git Along Little Doggie, Git Along
A well-marketed brand is the reason why buyers come back rather than go elsewhere because it makes your product or service unique. Branding is an important communication tool to impress your customers and prospects with a difference and the reason why they should return.
10/27/2017 03:11 PM
7 Ways to Increase Your Likeability
Can likeability be taught? I believe it can. I spent over 15 years teaching rapport building and connection in the retail industry. Every time I went into a situation where sales needed to be lifted, I focussed less on the dollars and more on the staff and how they connected with people. As a result, in one store the turnover doubled in 12 months.
10/27/2017 03:11 PM
Why Be Your Industry Influencer? Business Growth Leveraging Your Personal Brand
Creating your own brand has never been easier. With the explosion of social media, solopreneurs have immediate access to billions of people around the world. You can speak directly to anyone, anywhere, at any time. Likewise, the number of services and products consumers have instant access to is infinite. Neither business nor buyer is bound by location anymore.
10/27/2017 03:10 PM
How to Attract New Clients and Increase Sales From Your Personal Brand Through Speaking
Public speaking is a golden ticket to creating awareness and generating leads. It's where you can truly let your personality and expertise shine. It's also great for gaining an insight into your audience's problems, which is crucial for refining your services. Yet surveys about people's fears commonly show that public speaking is at the top of the list!
10/27/2017 03:10 PM
The Underestimated Power of Content Curation for Personal Branding
Content curation in social media provides the same influence. A Content Curator is a bit like a museum curator. If you think about a Museum Curator they decide on all the artefacts that are going to go into the museum for people to come and see. Their job is to research and know what they're looking for so the customer will come to the museum. The curator's knowledge, expertise, and experience is the most valuable skill to make it work. So as a Content Curator your skill is highlighted by the content you share in your social media.
10/27/2017 03:08 PM
Leading Female Experts and Personal Brand: Who Do You Influence?
To be an influencer you don't have to be in Time Magazine or have thousands of followers on social media. In fact, it's not even about you. All that matters is who you influence and what impact you can make.
10/26/2017 08:05 AM
4 Facts That Reflect the Significance of CRM in Brand Enhancement
While brand management is one of the indispensable parts of business strategy, this article takes an attempt to describe how a robust CRM software system can help companies in the brand building. In the today's fast-paced business ecosystem that is characterised by cut-throat competition, brand name building is a prior goal of businesses.
10/23/2017 10:09 AM
Influencer Marketing: Deep Understanding and Its Basics
We know that in the Celebrity Industry, everything is a buzz, every move a celebrity makes is a huge gossip. Well, in Business and Marketing there's also what we call "hot issue", there are lots of effective methods spreading online and "Influencer Marketing" is the one who raised up and outstands among them.
10/19/2017 03:11 PM
10 Most Valuable Brands in the Middle East
According to Brand Finance's Middle East 50, (The yearly provide details regarding the world's most important Middle Eastern brands), 2017 sees a sensational shift in the most important brands in the Middle East. There are the top valuable brands in the Middle East.
10/19/2017 02:59 PM
Things You Need To About ORM Services
We all often get cautious when people judge us for something that we are not. Same for businesses, they do not like to compromise their image over the web.
10/16/2017 09:59 AM
Creating a Brand for Your Business Startup
Creating a brand takes into account all the aspects of your business to craft a message that is memorable as well as indicative of what you do. It signifies who you are, what you stand for, and can make a difference in the decisions you make now and into the future.
10/11/2017 03:47 PM
39 Reasons Why I Left The Corporate World & Became A Personal Brand
People always ask me why did I leave the corporate world, a stable career and a lifestyle where I could earn money and power - into a lifestyle that was totally filled with risk. Here are my reasons to explain myself - Why I left the corporate world and become a Personal Brand.
10/10/2017 09:38 AM
Storytelling - How Important Is It To Your Brand?
Storytelling is an invaluable component to Brand Building. Many entrepreneurs, business owners, CEOs, corporate heads, have no knowledge or experience of how this storytelling can evolve.
10/09/2017 03:42 PM
Reputation in the Digital World
Online reputation management, abbreviated as ORM, deals with the online reputation of your company's name which you want to improve or restore. It helps to eliminate all the negativities about the brand and replace them with positive material which helps in building the trust of the customers. Customers often like to depend on brands with positive reviews and comments on the social media than other sites which is why it is important to have a good brand reputation.
10/04/2017 12:22 PM
How To Copyright a Logo Design
In this article, you'll get to know about the difference between copyright and trademark and the method of registering the copyright on your logo design. I'll also list some laws that every graphic designer should know.
10/04/2017 08:05 AM
3 Popular Types of Custom Umbrellas
Umbrellas are useful for much more than giving protection on rainy days. They make a very effective promotional item that is easily customized with a specific design, logo, or message.
10/03/2017 02:35 PM
Building Your Powerful Personal Brand on Social Media
As a CIO, you need to have a powerful personal brand if you want to stand out from your peers and colleagues. This has technically always been the case, but it has never been more important than it is now. Fortunately, it's also never been easier than it is now thanks to social media. Sites such as Twitter and LinkedIn are most popular with CIOs. These sites allow you to build an online presence that can have a positive effect on your professional career. It can also help you gain influence with your key audiences and that's something that will always help you in the business world.
09/28/2017 08:09 AM
Why Does The Left Hate The World's Largest And Most Well Known Fast Food Restaurant?
Most people who know the story of Ray Kroc are totally amazed that he started to build the restaurant chain while he was in his 50's and he proceeded to change the way America consumed food, and built the world's largest fast food restaurant. Today, we all recognize the Golden Arches. Not long ago there was a great Hurricane and flood in Houston and on the ground in one of the towns in the aftermath laid a set of golden arches which had fallen - everyone watching knew immediately what they were. The brand that Ray Kroc created is perhaps the most well-known franchise brand in world history.
09/27/2017 09:06 AM
5 Tips for Increased Sales at Your Point of Purchase
This article is about the tips to increase sales at any point of purchase through which one can attract the customers for impulse buying.Here, POP is a point or a place (like a mall, a market, a cash counter or a city) where customers tend to make their purchase.
09/26/2017 08:56 AM
Top Reasons Why Fridge Magnets Are One Of The Powerful Marketing Tools
A Fridge Magnet which is also considered as the refrigerator magnet is a kind of ornament, which is mainly used to post items like a shopping list, important notes or reminders on the door of a refrigerator. They are also used for the purpose of decoration because of their beautiful, artistic and attractive design and look.
09/21/2017 09:48 AM
Influencer Marketing Platforms
A lot of marketers around the world are searching for ways to connect with their audiences in an effective and greater way. It's becoming very clear that most of the consumers trust their co-consumers than brands. Meaning, the great and genuine power lies with the customers, which is why Brands need to adapt their marketing strategies in order for them to create better experiences for their audience.
09/16/2017 10:05 AM
How to Deal With a Brand Identity Crisis
Branding plays a great role in the success of any business. This article is about the brand identity crisis that companies face.
09/14/2017 03:38 PM
Brands, Lifestyles, and Complications for Consumers
After discussing branding and advertising with a professional in the marketing field, I looked into the complicated trends of popular advertising. I look into the issues surrounding the recent Taco Bell commercial entitled "Graduation Day" as well as its implications for consumers.
09/10/2017 12:22 PM
3 Ways a Strong Personal Brand Propels Your Career Success
A personal brand helps you to show the best version of yourself to the world. It dresses you up, brings your strengths into sharp relief and influences people to give you a chance, which they may not have done otherwise. Read this article to understand how to do it right, and brand an authentic version of you, grounded in your own actions and track record.
09/08/2017 07:53 AM
Brand Names Need Upgrading Every Decade Or So - Case Study
Rebranding is important for the modern corporation, but it's a risky venture indeed. If you do it wrong, you will lose brand loyalty, and make consumers and your best customers think, WTH? If you do it right you open your brand up to a whole new demographic and decades more of positive goodwill growth. It's a high-risk, high-reward activity. The other choice is not to do anything and sit back on your laurels and hope your brand can carry you into the future without losing its luster. Some brands are able to get away with this, not many. Let's discuss this.
09/07/2017 10:57 AM
What Makes Hair Packaging Boxes So Special?
Hair packaging boxes give something extraordinary feel to the hair extension brands and make a better image of the product among the consumers. These boxes give plenty of space for packaging and give a nice choice for their presentation.


More Branding Information:

Related Articles

How Much Is A Great Business Logo Really Worth?
A great logo can help a business project a positive image while a bad logo can bring a negative impression about a company. For many companies, a logo is the only identifiable mark a potential customer may ever see, so it needs to be memorable, descriptive and easily recognizable.
Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots
Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign.
Branding Mistakes - Brand Identity Guru
1. It "sells itself.
What is an Artists Statement & How Often Should It Be Updated?
An artist's statement is a statement of ideas and thoughts that describe your philosophy, vision, and passion towards your artistic creations.Ponder over the following questions prior to writing your artist's statement:Is your work whimsical, thought provoking, or edgy?Does it portray a series of stories?Whom or what has influenced you the most?How is your work meaningful to you?How do you begin to write your artists statement? You could begin by writing a quote that has inspired you and your work, or you could create a strong sentence that summarizes your philosophy about your life and how art has changed your views on life in general.
Strategic Moves In The Branding Gamble!
The so called 'globalisation' has cluttered the world markets with so many products and services that nearly 90% of the marketing managers in competing companies do pretty much the same to sustain in the market. There is not much difference in the way P&G operates as compared to how Unilever gets its products to the market.
Brand Equity - Brand Identity Guru
7 Qualities Of A Strong Brand:1. Commands premium pricing while retaining loyalty2.
Jan Verhoeff: Brand Your Market
Marketing potential of any product is based on recognition and quality. Name based recognition happens with a variety of products.
Optimize Your Mailing List For Better Results
A list of customers who have previously bought from you is your most important asset. These are the customers who will provide you with return business, which is more profitable than the first sale.
Britney Spears Branding
How would you like to sell as much in one year as Britney sells in one day or in one hour? Have you put much thought into how marketing empires are created? If you're selling anything then you're a marketer and you should study the biggest successes to follow in their footsteps.We've all heard of branding, but do you do it? Have you branded yourself? If you have, are you expanding your marketing opportunities with your brand?Once you've created a name, built successful marketing campaigns and gotten people to know and like who you and your company are don't stop there.
Branding Your Products Is Important
I was chatting with a couple of friends, all of us are either copy writers or graphic designers?or both?.in the advertising industry, so, naturally, our conversations leaned towards the topic.
Are You Brand Worthy?
Branding is one hot topic, although it is wildly misunderstood. To make things even more confusing, branding is often tossed in the same basket as marketing which makes its application to an entrepreneur or sole-practioner even more unclear.
Logo Design - Branding - Brand Identity Guru
Do you have any idea how important your company logo is? Well you should. It appears on everything from your corporate identity system, brochures to your website, reaching customers, prospects, vendors and the press.
Branding On The Web Is Like Mining For Fools Gold
I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is used with "internet" or "web" or "digital!" You can't have a conversation today for more than five minutes without some marketing type throwing in a line about brand building!Branding doesn't work with the net's warp speed - look at some of the leading online brand builders, including a certain big three TV network here in the states and a book seller in Seattle trying to do classic brand extension, from books to barbecues.We tell our B2B clients to build a revenue-producing online brand by developing a campaign that sells the value of their goods or services! Forget the esoteric, very expensive brand building campaigns that have no measurable impact! Here are my ten "cliff notes" to building an effective B2B Brand Online, B2C coming next article.
Boston Web Design Branding - Brand Identity Guru
A branding company's website purpose is to design websites that will attract attention, give a professional image and support the message you are trying to convey in writing. There are arguments for doing your website design in-house.
The Importance of Branding - Can It Really Make a Difference?
As consumers, we don't really think about the importance of branding. We just seem to go with the flow of brand names that have become synonymous with our daily living.
The Face of Your Business, Part I
When we initially started our businesses, we had to decide how we were going to market ourselves. Kind of an obvious statement - every business has to do that.
FTC Reviews The Franchise Rule
After more than a decade since the last attempt to update the 1970's Franchise Rule The Federal Trade Commission is at it again. May I ask why we are looking at reviewing these rules for franchising, where no problems exist? Why we are looking to tighten up ambiguities, which over time have occurred in this sector, when we should be dismantling the over regulations choking the industry? Why we are trying make rules upon rules, where no rules are needed since no problem really exits? Why can't we use the red magic marker approach and start drawing lines thru massive amount meaningless dribble required in these disclosure documents?Let me explain this philosophical thought for a moment.
Branding Junk Removal - He Did It, Can You?
What does it mean to be remarkable?Brian Scudamore, CEO and Founder of 1-800-GOT-JUNK?, who in 1996 was operating the million dollar plus company at the age of 26, said it means, "You've got to get out there and be loud and proud..
Creative Branding Increases Sales Through Company Recognition
The one thing that everyone has in common is that we are all consumers; we all buy. Every day, from daily small purchases, like your morning coffee and newspaper, to big monthly or yearly purchases, like a television or a car.
The Role of a Visual Vocabulary in Brand Identity Design
Visual elements are a major part of your business's brand identity design. The keystone of that design is the logo, but in many cases, the logo isn't enough to convey all of your brand attributes.