The power of the jingle

The power of the jingle

Howard Chou

Feb 04, 2014

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Coming off the biggest marketing and advertising event of the year, we all have a tendency to get blinded by the funniest and craziest spots and initiatives. But once we are done talking about the evil Brits or the disappointed, almost spokeswoman, the real question is, what works long term? While slogans, logos, spokespeople and ads of all kinds help us identify and remember a brand, which one is the most powerful marketing tool and why? O.K., it’s not really a fair question. They certainly all have a distinct spot in a brand’s identity toolbox. But for the sake of this blog, I want to focus on what’s sticky and what truly resonates with me. Advertising and brand slogans are up there. Who can argue with the lasting impression of Verizon’s “Can you hear me now?” But what’s even more unforgettable than a great catch phrase? I propose it’s that memorable jingle that you can’t stop replaying in your head or even saying out loud – like Subway’s 5 Dollar Foot Long.

Many advertisers have used music for a long time to attempt to build their brand but sensory recall should have a unique identity.  Jingles can most definitely be a way for any brand to have that identity in a way that is distinctive and does not become “white noise”.  Having that audio signature can be one way to attach a brand to an unforgettable sound permanently. Being a big sports and basketball fan, I can never forget the way Gatorade made me want to be like Mike!

A catchy brand jingle is that song on the radio you can’t get away from. The repetition overtakes you, it becomes comfortable, and before you know it, you’ve annoyed your co-workers with the Free Credit Score.com song… but not before your mind has made a permanent brand association that is 100 percent distinctive. Then you might need to utilize the “Goldilocks method” to try to get that out of you head!

While the Nike and Apple logos are undoubtedly recognized worldwide, to me jingles from McDonald’s, “I’m lovin’ it”, are more engrained in my psyche. Jingles get us right in the subconscious, come out of our mouths involuntarily at times, and are used in a variety of genius ways. State Farm went so far as to spoof their own jingle by jokingly suggesting that any time you have an agent question or emergency to say the jingle and your State Farm agent will magically appear and get you out of trouble!  Will it really get you to switch your insurance carrier when it comes time to make that decision? That is questionable at best – but what is inarguable is that it has put their brand in the front of your mind.

Here at iModerate we took a poll (shocking, I know) to see what our teams top five most memorable jingles are. Here are the results:

  1. Oscar Mayer, My bologna has a first name
  2. Toys R Us, I don’t wanna grow up
  3. Kit Kat, Give me a break
  4. Folgers, The best part of waking up
  5. Burger King, Have it your way

What is your favorite jingle? Which one has forced you to link a brand to a tune forever in your memory? Leave your thoughts in the comment section.









Howard Chou

Programmer

The most adventurous thing I’ve done is not just one thing. It could be taking a local train from Cairo to Aswan and then sailing on the Nile river or 4 wheeling and jet boating the back country of New Zealand.

  • Adam Rossow

    My Buddy, my buddy, wherever he goes weeeee go.

  • Adam Rossow

    My Buddy, my buddy, wherever he goes weeeee go.

  • Daniel Doutre

    What?! Watch it wiggle, see it jiggle didn’t make the top 5?

  • Daniel Doutre

    What?! Watch it wiggle, see it jiggle didn’t make the top 5?

  • Mariah Lehnert

    meow meow meow meow meow meow meow meow – Meow Mix kitties all the way!

  • Mariah Lehnert

    meow meow meow meow meow meow meow meow – Meow Mix kitties all the way!

  • Shelley Lane

    The two I remember the most are: “I’d like to teach the world to sing…” (Coca Cola) and “Plop Plop Fizz Fizz, Oh what a relief it is…” (Alka-Seltzer)

  • Shelley Lane

    The two I remember the most are: “I’d like to teach the world to sing…” (Coca Cola) and “Plop Plop Fizz Fizz, Oh what a relief it is…” (Alka-Seltzer)

  • Sonya Turner

    All together now: Two all beef patties special sauce lettuce cheese pickles onions on a sesame seed bun!

  • Sonya Turner

    All together now: Two all beef patties special sauce lettuce cheese pickles onions on a sesame seed bun!

  • Jenn Jackson

    Fanta Fanta, don’t you wanna …

  • Jenn Jackson

    Fanta Fanta, don’t you wanna …

  • Kristy Vergo

    I’m with Mariah on the Meow Mix. They have made an updated one….just saw it the other day!

  • Kristy Vergo

    I’m with Mariah on the Meow Mix. They have made an updated one….just saw it the other day!

Our research work with iModerate over the past several years has developed into a true partnership. Their unique fusion of both qualitative and quantitative methodologies in a single study has offered new insights into key topics and markets of interest for our organization, which in turn, we are able to quickly turn into action steps. They are flexible, responsive, and extremely engaged in the entire project process, from conception and design to final data processing and delivery. They have even gone above and beyond by volunteering their time, resources, and expertise to assist with a special target market project on women. iModerate has their finger on the pulse of the research industry and consistently provides creative suggestions and solutions to enhance our current work. This ultimately allows us to provide our leadership with the strategic insights and opportunities that helps us to advance the common good.

Kristin Thomsen, Manager, Market Research, United Way Worldwide