Two of the biggest and boldest of them all spring to mind - Disney and Coke. Now, neither of these is remotely typical but both have lessons for the aspiring sonic brander. This is clearly not the place to go into depth but how about this for an anecdote, some nostalgia and a good excuse to show some soft porn:
1989. Robin Beck sings the theme tune to a new Coke ad. The song is subsequently released and is a top 10 hit everywhere the ad has played. Hear it here.
2010. I am in the gym, on a running machine. Inexplicably (and were I not such a geek I would never have worked out why) I feel the need to drink a Coke. The reason is because this track is now on hourly rotation in my gym.
Ignore the dodgy videos. The simple truth is that the 17 year old Daniel had 'First Time' by Robin Beck planted in his mind forever...and the subliminal effect is still working 20 or so years later.
Coupled with my fetish for ripping off my shirt every time I hear Eta James, I think Coke owns far too much real estate inside my brain.
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