Picture this setting: Big round table with a whole gaggle of creative types with dreadlocks, chai tea, organic carrot cake, etc. Mixed in are a few suits and account managers to ensure the financial windfalls of selling such an ELEPHANT!
The Goal: Sell this HUGE tennis shoe company a branded logo that “pops.”
Lord, I hate the term, “pops.” It’s what my grandkids should call me; not an amateurish description of something that attracts the eye allowing the sale to begin, or at least being a visual trigger or lineal memory butter.
The Challenge: You can never get seven out of ten people to agree on a logo. Why? Because they think it’s supposed to do the job all by itself – IMMEDIATELY!!!!! IT NEVER WORKS THAT WAY! Most logo meetings end up in the ditch when someone starts talking about font styles and color palettes. OUCH, I think I have to get off this committee! Sorry, I rant!
THE PITCH, THE CLOSE – Someone presents 119 different logos with 324 variations.
Six out of ten people probably thought the Nike Swoosh looked like an injured sperm cell, until the client said, “I love this one. SOLD!” Then, it’s funny how everyone all of a sudden LOVES IT!!!!
RESULT – An empire of massive proportions is built. It’s not so much that the logo is excellent, which we all might agree that it’s where and HOW massively they present it FOREVER and EVVEEEERRRR!
Conclusion, and moral of the story…
Nike made a weird little swoosh great by putting it out there with a HUGE transfer of confidence and a bold new attitude, FOR A VERY LONG TIME!
Nike is smart, their ad people are amazing, and they ain’t AFRAID!
THE MISSED or NEW OPPORTUNITY – No one ever sings NIKE’S NAME; thus, the sight of the logo gets burned in your head, but not the song, jingle, or radio ad. Think of the difference and hugely beneficial factors a hip, trendy, bold, and ferocious sing out would do. It would enhance emotion and honest content that truly “POPS.” (I still hate that word, even when I say it!)
And, get this, they can even afford to have BIG stars sing their audio jingle. John Legend, Shakira, Keith Urban, or maybe Mavis Johnson, an inner-city Special Olympian that just crosses the finish line, after collapsing midway, carried by kids she never met. The possibilities when you add MUSICAL MEMORY BUTTER!!! A DOUBLE DOSE!!!
So WHY DIDN’T SOME CREATIVE CAL or MUSIC MARY stop the LOGO meeting and say HOLLER, listen to this? Then, proceed to pull a guitar from under the table and belt out three sweet versions of the “Nike, Just Do It” jingle, song, or audio advertisement?
LOGO MEETING OVER, MUSIC WINS AGAIN with somethin’ hooky, groovy, SNAPPY, SINGABLE, and DANCEABLE!!!
Hey, would ya mind callin’ Nike and telling them about Dicky Dog Jingles? I’m writing this cool jingle about Dr. Anthony Fauci, and I think it might sound better coming from you! Love y’all!
GREAT MUSIC MAKES EVERYTHING BETTER, BUT MOSTLY ADS.
Interested in learning more about how jingle productions work? Anxious to get started? Contact Dicky Dog Jingles now for more information on how we can create the perfect audio ad for you!
