Cool or Effective?

It’s interesting that a marketing tool that’s proven to work has fallen so far out of favor.  We refer, of course, to the humble jingle.  Once upon a time, jingles ruled the broadcast airwaves.  And study after study shows that jingles are extremely effective at boosting brand awareness and consumer recall.  So here’s the dilemma.  When you know something works, but it’s not “cool” anymore, what do you do?  If you’re a smart company, you worry less about cool and more about cost-effective.  Just ask Nationwide, who now has Peyton Manning (and you) humming the melody of their jingle — ensuring that everyone knows their brand position.  How about yours?