The Evolution of Sonic Branding
A Journey Through Sound
Sonic branding, in its current, modern form, is a relatively new concept, however, its journey to becoming a holistic experience is nothing short of fascinating. From the ringing of church bells in 400 AD as a call to prayer to market traders singing about their wares throughout history, or a catchy jingle from the 1980s, the evolution of sonic branding has been anything but straightforward.
Here are some Sonic Branding milestones throughout history:
1926: The Birth of the Jingle
On Christmas Eve 1926, in Minneapolis (St. Paul area), a live radio broadcast featured a song about Wheaties cereal from the Washburn Crosby Company (later General Mills). At the time, music had to be performed live on radio, making this event the first known use of a commercial jingle. Three years later, when General Mills considered discontinuing Wheaties, the advertising manager highlighted that half of the cereal's sales were from the Minneapolis area where the jingle had aired. This success led to the song's use in other U.S. regions, driving further sales.
1927: NBC's Iconic Chimes
NBC's famous chimes first aired on radio in 1927, originally created to cover up studio noise during cable changes. The chimes, initially seven notes long, were performed live on set in the early days and have since become an enduring sonic asset.
1939: The Rise of Jingles in Advertising
Despite the Wheaties jingle, it wasn't until 1939 that jingles became a staple in marketing with the national broadcast of "Pepsi-Cola Hits the Spot." The Pepsi jingle was so successful that millions of singles were sold, and it was played on jukeboxes across America.
1950s: The Jingle Boom
By 1958, 88 out of 350 commercials featured jingles, which quickly became a workhorse for the advertising industry.
1960s: Memorable Signature Jingles
The 1960s saw the creation of numerous iconic jingles, many of which are still recognized today. Notable examples include Green Giant’s "Ho-ho-ho! Green Giant" (1961) and Slinky's "Everyone knows it’s Slinky" (1962).
1971: Coca-Cola's Global Hit
Coca-Cola made its second significant impact on the sonic branding timeline with the jingle "I’d Like to Buy the World a Coke." This jingle gained immense popularity and was reworded and recorded by The New Seekers and The Hillside Singers, both versions becoming global hits.
1980s: The Peak of Jingle Fever
The 1980s marked the height of jingle use, with jingles accounting for around 40% of ad content on U.S. TV. During this era, Jean-Pierre Bacelon coined the term “marque sonique” (sonic branding) after analyzing radio commercials and finding that those with sonic branding elements achieved greater awareness, sales, and repeat business.
1990s: Sonic Branding Goes Academic
Interest in sonic branding extended into academia in the 1990s, as research explored its impact on marketing—a topic of ongoing interest for the amp team, which continues to contribute to this field.
1994: Intel's Revolutionary Sonic Logo
Intel launched its famous sonic logo in 1994, revolutionizing the use of sound in branding. Although widely recognized, the Intel sonic logo is often misattributed because it appears in content from many brands that use Intel processors—a strategy Intel insisted on from the beginning. The logo has been updated roughly every two years to keep it fresh and aligned with Intel's tech-forward image.
1999: T-Mobile's Iconic Sound
T-Mobile introduced its memorable sonic logo in 1999, featuring a simple mnemonic based on the letter ‘T’ using high-pitched piano notes, creating an easily recognizable audio brand identity.
2003: McDonald’s and Justin Timberlake
In 2003, Justin Timberlake collaborated with McDonald’s on the jingle “I’m Lovin’ It,” which became the brand’s new slogan. The jingle is so well-known that just a few notes, “ba da ba ba baa,” instantly evoke the brand in consumers' minds.
2011: The Birth of Sonic DNA®
amp pioneered the concept of Sonic DNA®, integrating a brand’s sonic logo into a broader, cohesive sonic identity, enhancing the overall brand experience.
2019: Mastercard’s Holistic Sonic Identity
In 2019, Mastercard launched a holistic sonic identity, expanding its sound branding to over 300 million point-of-sale locations worldwide, setting a new standard in the industry.
2019: amp's Best Audio Brands Report
amp released the first Best Audio Brands report, evaluating how brands utilize sound in their communications over 12 months. This report has become an industry benchmark and one of the most anticipated events of the year for sonic branding enthusiasts.
