Publications

Our publications on sonic branding

TAMBR is building a better sounding world. And the more brands support our mission, the better. That’s why we regularly publish our thougts on sonic branding in all sorts of media. On this page you’ll find all our features, articles and contributions to the field. Finished reading but not eager to learn more? Book a masterclas and become a sonic branding-ninja!

Why Volkswagen sounds like a woman

A world without brands is extremely impractical. After all, consumers are lazy. Faced with choices, we fall back on our habits. How does audio help us with that?

Sonic branding: what’s the hype?

The rise of voice is undeniable and digital radio is becoming a mass medium. At the same time, the number of online video formats keeps on growing and the reach of podcasts is exploding. So where to start as a brand?

Should you use hits in commercials?

Last year, the advertising music top-40 of all time was compiled for the first time. A great initiative. But the real question is: what does an advertising hit actually do for your brand?

How expensive does cognac sound?

Music in campaigns can create strong associations. Preferably with the brand itself. But does that also work with a single note? That’s wat Louis XIII is trying with their new campaign.

Covid-branding: ASR doet het gewoon

For some time now, ASR has been gifted with an original tone-of-voice and sleek visual identity. Recently, they’ve added a true covid chart-topper. A quickly set up musical campaign, which requires further analysis. What’s happening here?

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?

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.

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.

Heineken’s musical boost

Alcohol and music have gone hand in hand for centuries. And as is often the case with long-term relationships, we’re talking about a layered commitment. Music brings us together and alcohol helps us with that. How does that work out for Heineken?

Karwei’s trendy overcoat

Karwei. Starting out as a do-it-yourself business, Karwei has been increasingly focussing on interior design and ‘atmosphere’. In their own words: ‘The hardware store with taste’. How has this coming of age been translated into music?

Do Your Own Thing, ING

However uncomfortable office life sometimes can be, in the cinematic wonder world of the corporate movie, all edges have been smoothed out. Curious about how this went down when ING launched its new motto?

Coolblue’s musical floral print

Big brands are built with mainstream media. Because somewhere on your path to growth you will unwittingly have to confront large groups of consumers with your story. So how did Coolblue do that?

Musical Formation with AI

Using a self-learning musical algorithm, TAMBR analysed which coalition of political parties cover the widest possible emotional spectrum. Well desired in these polarising times. Curious about what coalition that is?

Sonic clichés in advertising

Although they are well-worn, clichés do have a role to play. Because how does one stand out if everyone sounds unique? Therefore: an ode to the most persistent clichés in advertising music.

Coca-Cola’s flower power

Who you are as a brand is a contract with your audience. And yes, of course you can play around with this. But the more you move away from your core, the greater the chance of a backlash. How did this work out for Coca-Cola?

The musical taste of our parliament

The website of the Dutch parliament contains a list of the favorite songs of all 150 members. What do these choices say about our political parties?

Intel’s Eurodance inside

The Intel bong is undisputedly one of the most famous sound logos of our time. But iconic brands also have to stay fresh and so the chip factory recently launched a new version of its musical signature.

What do elections sound like?

A political party is a product. A brand with a logo, slogans, colors and a font. And ok, even with a purpose. And just like in the real world, the auditory domain is gaining in importance here too.

Sonic branding for Albert Heijn

With the revaluation of the old-fashioned jingle, Albert Heijn is taking the lead. Text and music have always been an effective combination. But are we dealing with a new classic here?

Sonic branding: hype or necessity?

Audio is on the rise and that requires strategy. Just when you thought you had everything in order. An advertising agency that chooses appropriate music for your campaigns. And cozy stock music for your online communication. What is going on?

T-Mobile’s musical split

T-Mobile is a brand of extremes. A premium player that also aims for the favors of a less wealthy target group. How is that reflected in their sonic branding strategy?

Lidl’s musical nuts

When developing a musical identity, brands try to match their brand values as closely as possible. For commercials, however, marketers often fall back on existing repertoire. That’s odd. You don’t borrow your new logo from a competitor either. Or do you?

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