If you have seen the old(hardly a year back) Intel ads you will be familiar with their trademark sound bytes at the end of those ads. Thats what we call audio identity of a brand in Branding. And like a good audio identity this one registers itself in the prospects memory, easy to recognize and aids recall. I am giving the link for one of such ads below.
But recently Intel came up with a new ad campaign with a tagline "Sponsors of Tomorrow" which instead of using beats uses human voice singing in chorus and follows the same old tune(it goes Pom...Pom...Pom..Pom). So you will ask whats the big deal?? well I feel by using the human voice they have made their audio identity hummable and so manage to get more involvement from the prospects. It also enhances the three features of a good audio identity which I have already mentioned. I really liked these ads. The link for one of the ads from the series is given below.
Regards,
Ravi
