Audio branding: Rhapsody in Blue

George Gershwin

Last summer I was in Bar Harbor at a charming Maine hotel. The New England hospitality included evening hours with a concert pianist in a den, complete with large couches and a fire.

This exceptional musician, Bill, started the first few bars of Rhapsody in Blue. My mind immediately went to a nostalgia and adventure.

Stop here and listen if you want to guess why.

Ok, maybe it was a give-away But I’ll tell you why. It’s the jingle of United Airlines. Fly the friendly skies. We’re on our way with no turbulence.

Since 1980, United has used variations of George Gershwin’s Rhapsody in Blue in tv spots, safety videos, and more. This song is now in the public domain, making this even more nostalgic. Rhapsody now belongs to history.

Now I have had my fair share of bad experiences on this airline, just like virtually every other airline. I have to say, that blue swoopy-world logo does not engender any positive feeling. It reminds me of waiting in a long service line after a 3-hour delay. 

But that song. I even bought the sheet music to learn it. Rhapsody in Blue makes me think I’m embarking on a summer European trip, with a plush first-class seat and exceptional airline coffee. The last two are totally inaccurate, but it still is the vibe I get. Honestly, I’m listening to it as I type and I nearly minimized this screen and open up Google Flights.

Why? Emotional branding. Just another touchpoint that goes beyond visual identity. And it doesn’t necessarily have to be audio. Just a strong connection.

Something to ponder as you think about your brand.

How confident are you that your brand attracts the right clients?