PURE Jingles‘ managing director Melvin Sleeking says sound is processed faster by the brain than vision, “which makes it one of the most powerful tools for building brand recognition.”
In a RadioDays Europe session with Chris Ward, Group Operational Director at Bauer Media, the pair explored how jiongles “create a seamless listening experience, reinforce brand identity, and increase audience retention,” when they are done right.
When jingles are executed badly they may they clash with a song’s tempo or mood, making them feel disruptive to listeners.
Modern radio should feel like a curated brand experience across all platforms. “Every transition, sonic cue, and ID must feel intentional.”
Strong audio imaging ties together music, tone, and values into one coherent identity. It also enables differentiation in a crowded market.
The key points for making and using jingles for effective branding are:
- Seamless transitions with no disruptive breaks
- Consistent brand sound across all content
- Smart rotation that avoids jingle repetition within short time frames
The last point was demonstrated by Sleeking using the RCS Zetta playout system, shown in the main picture above.
In another session, Thomas Giger, Phil Tozer and Tamara Orbán‑Mikus reinforced the message that sonic identity is your station’s competitive edge. Stations must define “a clear and ownable identity.”
“A radio station without a distinct sonic identity risks becoming just another music stream… Differentiate or die.”
