The following is an edited transcript of my video The Power of Brand Jingles.
A jingles is a form of slogan, but with a tune or sometimes music that accompanies it. Some memorable jingles include:
- McDonald’s: I’m lovin’ it
- Rice Krispies: Snap, Crackle, Pop
- Toys R Us: I’d rather be a Toys R Us kid
- What would you do for a Klondike bar?
A jingle is like a slogan in that it conveys more information about the brand, but it has the added layer of sound—whether it’s a rhyme, a rhythm, or an actual musical accompaniment.
Sometimes it can be a series of sounds without words, but when we say jingle, we’re really talking about words to a tune. What makes them even more powerful than a slogan is that they have that earworm capability—like the hook of a great song—something that you might find yourself humming because it’s so catchy and it’s in your head. And that makes you think about the brand, its products or services, and creates an additional very powerful association.
Coming up with a great jingle is very difficult, and companies have generally paid a lot of money to help develop these jingles, but it certainly seems worthwhile because a great jingle like that is a very powerful and lasting brand tool.
