I happened to hear a fantastic auditive "visual" – a "keyaudio" so to say. It was more than just a sound logo or a jingle. Simply, it was a great idea to hear.
So I wonder whether radio, at the end, is the best media to create a successful image for a brand. That’s quite contrary to the prevailing opinion, I know. But let me explain.
Imagine you haven’t heard about a brand X before. Your first contact is a radio ad – an ear candy. You consider it being simpatico, funny, and catchy. You can’t stop singing it again and again.
So, how this brand takes shape is all up to you. The advertiser uses your creativity and makes you part of the branding* process. It’s in your hands how the surrounding could look like, how the speaker could look like – colours, clothes, light etc. – things the agency, the client, and the director usually have to think about. No matter which decision they make, it ends up with annoying people who dislike the colour, clothes, and so on.
You might know this from the “I’ve-read-the-book-before-watching-the-movie-phenomenon”.
But this is the point exactly. Imagine you’ve heard the radio ad and made your own image: Wouldn’t you say you still like "The Lord Of The Rings" even if the film wasn’t quite your cup of tea?
I’d say this is a great advantage of auditive media:
The less you dictate the better consumers will complete your message in their favour. I even bet they will create a brand strong enough to stand an annoying subsequent TV ad.
*) My most favourite approach: Branding is the intended and deliberate creation of an eduring scar with hot metal. (Based on branding expert Jerry Tattoo.)
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