Mercedes introduces "acoustic trademark"

[Eric]

Stuttgart; Oct 25, 2007 -

As part of its new brand image, Mercedes-Benz is for the first time introducing an ?acoustic trademark?: the new sound logo, which will be used in all ad broadcasts starting on November 1, 2007, is intended to enhance the further developed brand design. Combined with a new film fade-out, the distinctive sound serves to focus attention more sharply on the star as the Mercedes-Benz trademark.

?Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,? says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. ?This acoustic trademark is a perfect fit for Mercedes-Benz ? it is emotional, elegant, and unmistakably associated with our brand.?

The Mercedes-Benz sound logo is based on an original recording of an English boys choir from the 1990s. Sound engineers extracted a choir boy?s solo vocal from the recording and adapted it for use in the sound logo. The logo was developed in cooperation with Jung von Matt, Mercedes-Benz? lead agency.

[Disco Man]

For who don't read this press release on main page (I included a link to new acoutic trademark) - here's a link to the video with the new acoutic trademark - its at the end of the video:

http://www.youtube.com/watch?v=0DdFRHizO4k

[mrblanche]

OK, that's weird enough. Almost as weird as Harley trade-marking the sound of their engines.

On a sort-of-related note, I hear that engine manufacturers are "sound testing" their engines during run-in. There is an acoustic signature for every engine, and if somethings not right on the engine, it won't match. With enough experience, they're even able to diagnose the problem.

[misterdecibel]

Good god this is hilarious.

I like the Perry Como better.

[Dave Brand]

?Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,? says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. ?This acoustic trademark is a perfect fit for Mercedes-Benz ? it is emotional, elegant, and unmistakably associated with our brand.?

More BS from the self-important men in cheap suits. What he really means is: 'we've got a new jingle'!

[misterdecibel]

I wonder how much money they spent to come up with this insane concept?

[Eric]

?Our new sound logo is going to make the Mercedes-Benz brand not only visually, but also acoustically distinctive, and thus more quickly recognizable,? says Dr. Olaf Göttgens, Vice President Brand Communications Mercedes-Benz Cars. ?This acoustic trademark is a perfect fit for Mercedes-Benz ? it is emotional, elegant, and unmistakably associated with our brand.?

More BS from the self-important men in cheap suits. What he really means is: 'we've got a new jingle'!

Trust me, the suits ain't cheap!