Why Volkswagen sounds like a woman
The sound of the railways
Does it make any sense at all to distinguish yourself if the consumer has no options? Well in that case, especially! Because monopolists often promote goods and commodities that play a social role. Such as the railways.Continue reading
BMW’s flying fridge
The subtle art of branding is striking a balance between distinctiveness and fit. You want to attract attention with a voice of your own, but at the same time connect with the product category. A balance that lies differently for each brand.Continue reading
Need a soundlogo, anyone?
Only a minority of brands posess a recognisable musical signature. So to give all you marketers a running start: what can we learn from three iconic Dutch soundlogos?Continue reading