Corporate
Anthem
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How is a Corporate Anthem different from a jingle? A jingle is a memorable short tune with lyrics used in radio and television commercials which is usually intended to convey an advertising slogan. The jingle is often not longer than 10 to 30 seconds in length and is usually quite product specific. A Corporate Anthem is a full length song, produced like a radio hit, that tells very much more about the company, its mission statement, core beliefs and values, and its story. Think of it as a kind of "love song" to the company. While the jingle can be quite effective in a 30 second advertising spot, it lacks the depth to function as the soundtrack for a 5-10 minute corporate video or to create a bond with the customer as part of the company's digital media kit.
Sonic Logos usually consist of a short series of notes. Sonic
Logos work with visuals to strengthen their memorability or can stand alone to make something like a web banner
stick in the mind. It's almost impossible to mention Intel without hearing the five note sonic logo that goes
with every ad. And while the subliminal connectivity that takes place in the emotional brain heightens the
effectiveness of a traditional graphic logo, we have observed that the ratio of vocal with lyrics popular songs
completely outweighs the success of instrumental songs. The conclusion we draw is that the public decidedly
prefers vocal songs with lyrics and that the focused use of those lyrics can really increase a companies
standing in the public's eye.
One of our composers, Rebeca Randle, has been performing at churches up and down
the coast of California for over 20 years. During that time it became self-evident the degree to which music
enhanced receptivity to new information. Rebeca and David together have done performances in conjunction with
top speakers and have received comments from the speakers that they noticed a higher degree of attentiveness
from the crowd to their message. Over the last several years, Rebeca and David have formulated the idea to use
the power of music with a laser focused message to tell the story of major corporations and even startup
companies as a way of cementing the love story between companies and customers.
There is so much research available on the role of music in increasing
receptivity to functional learning and retention of new input, that we recommend our site visitors do some
research and exploration on the internet. We do not have the space on this site to list and index the myriad
number of research papers on this subject.
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