The "bong" of Taco Bell's sonic brand. Simple, literal, and easily recognizable. The current incarnation has been in use for more than twenty years, across nearly all forms of advertising and social media.
In their latest campaign, budding romances are slowly growing. Then, suddenly, an accidental event — like a buoy tipping over in the surf or the bumping of a cosplay shield — interrupts everything. It sounds just like the bong of the sonic brand, triggering a response so deep in the subconscious of one of the lovers, she drops everything to get to Taco Bell.
And cult brands are among the very best for sonic branding. After all, we're often trying to trigger the subconscious mind. And cult-like connections run as deep as any. In this case, it's often the association with low-cost warm food, late at night, maybe as a teen, or in college, or after a show, or a late shift.
This "bong" has become one of the most recognizable sonic identities in the world. And Taco Bell is quite literally showing the effect they want it to have. Most brands are a bit more subtle with this but, for Taco Bell, it goes right along with the cheesy tragicomic skits.
Those who work on brand strategy, weaving symbolism and sound into marketing and customer experiences, know this is no easy feat. And sound is perhaps trickier than sight. Granted, when your brand has a bell as its primary icon and name, it can make sonic branding decisions, and subconscious associations, a bit easier.
So how about you? Does the sound of this bell trigger a sudden desire for a toasted cheddar chalupa? Or a double steak burrito? It might not. But I bet you know immediately that it belongs to Taco Bell. And I bet it triggers something in your mind — whatever you associate with their brand — good or bad. 😉
(Thank you to whoever vetoed the idea to attach this sound to the opening of the restaurant door. Those things are already annoying but can you imagine hearing this every time??)
BTW, for those really into the geeky details, word is that the "bong" is played on a Yamaha DX7 (E note patch 26, TUBBELLS).
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