Hallmark Harley Davidson
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 HALLMARK 100TH ANNIVERSARY HARLEY DAVIDSON GOLD ORNAMENTS $25.00 Time Remaining: 10h 52m Buy It Now for only: $40.00 |
 NIB HALLMARK KEEPSAKE HARLEY DAVIDSON 1971 FX 1200 SUPER GLIDE ORNAMENT $9.99 Time Remaining: 29d 23h 39m Buy It Now for only: $9.99 |
 Harley Davidson Give Tanks Collectible Tank Set 2006 Tis The Season To Give $49.99 Time Remaining: 11h 12m |
 Harley Davidson Keepsake Ornament 2010 V rod red $9.99 Time Remaining: 18h 37m |
 Harley Davidson University Sterling Silver Mens Ring Size 9 $199.00 Time Remaining: 1d 2h |
 Harley Davidson Police Medallion 4 pc Tumbler Set $39.99 Time Remaining: 1d 2h |
 2004 Hallmark HARLEY DAVIDSON MOTORCYCLE 02 VRSCA VRod $14.99 Time Remaining: 22d 10h 10m Buy It Now for only: $14.99 |
 Limited Edition Collectible Pewter XLH Sportster 1200 Replica $129.99 Time Remaining: 1d 2h |
 Harley Davidson Univ Sterling Silver w Blk Onyx Ladies Ring Size 6 10th Anniv $239.99 Time Remaining: 1d 2h |
 Lot of 4 Hallmark Harley Davidson Ornaments Street Bob1200 NightsterRocker C $39.99 Time Remaining: 1d 2h 40m |
 Harley Davidson 2006 Collectible Gas Tank Set $60.00 Time Remaining: 1d 2h 51m Buy It Now for only: $70.50 |
 HALLMARK Xmas ORNAMENT Harley Davidson 2010 Motorcycle Milestone VRod Muscle NE $14.99 Time Remaining: 2d 1h 23m Buy It Now for only: $14.99 |
 Harley Davidson 2004 Collectible Gas Tank Ornamets $60.00 Time Remaining: 1d 2h 52m Buy It Now for only: $70.50 |
 HALLMARK 2007 2006 FXDBI DYNA STREET BOB KEEPSAKE ORNAMENT $5.99 (1 Bid) Time Remaining: 1d 3h 50m |
 Hallmark Keepsake 1991 FXDB Sturgis Miniature Harley Davidson Motorcycle $2.28 (6 Bids) Time Remaining: 1d 5h 2m |
 2004 Harley Davidson Collectible Tank Set Easthampton Harley Davidson Very Nice $56.00 (8 Bids) Time Remaining: 1d 5h 26m |
 Hallmark Christmas Ornament Series Harley Davidson 2009 Softail NIB $8.99 Time Remaining: 1d 8h 1m |
 HALLMARK KEEPSAKE 2006 HARLEY DAVIDSON FXDBI DYNA STREET BOB ORNAMENT $16.95 Time Remaining: 23d 5h 12m Buy It Now for only: $16.95 |
 Hallmark Keepsake Harley Davidson Motorcycle 2008 Softail Rocker C datted 2009 $14.95 Time Remaining: 1d 8h 17m |
 Hallmark Harley Davidson 2006 FXDBI Dyna Street Bob Motorcycle Ornament NIB $14.99 Time Remaining: 1d 22h 54m |
 2000 HALLMARK HARLEY DAVIDSON FAT BOY MOTORCYCLE ORNAMENT $5.99 Time Remaining: 2d 1h 25m |
 NICE HALLMARK KEEPSAKE ORNAMENT HARLEY DAVIDSON BARBIE $5.99 Time Remaining: 2d 4h 50m |
 New Hallmark Harley Davidson VRSC V Rod Muscle Motorcycle Ornament $9.99 Time Remaining: 21d 11m Buy It Now for only: $9.99 |
 Limited Edition Collectible Pewter XLH Sportster 1200 Replica $29.99 Time Remaining: 2d 5h 28m |
 HALLMARK HARLEY DAVIDSON 11 2009 ORNAMENTS 2008 FXCWC SOFTAIL ROCKER MOTORCYCLE $8.00 Time Remaining: 2d 7h 25m Buy It Now for only: $12.99 |
 Hallmark Keepsake Ornament Harley Davidson 1971 FX 1200 Superglide 2002 $10.00 Time Remaining: 2d 7h 59m |
 Harley Davidson Police Medallion 4 pc Tumbler Set $39.99 Time Remaining: 2d 9h 11m |
 Hallmark Harley Davidson 2008 XL 1200N Sportster 1200 Nightster Ornament $13.99 Time Remaining: 2d 9h 36m Buy It Now for only: $13.99 |
 Ltd Edition Harley Davidson Univ Pewter Statue $89.00 Time Remaining: 2d 9h 11m |
 HARLEY DAVIDSON 112 Authentic Die Cast Metal Replica ELECTRA GLIDE $59.99 Time Remaining: 2d 9h 11m |
 Harley Davidson Sportster Plastic Replica $39.99 Time Remaining: 2d 9h 11m |
 Harley Davidson University Mens 18K Gold and Platinum Ring Size 11 $1,799.00 Time Remaining: 2d 9h 11m |
 Harley Davidson Mini Gas Tank Ornaments Display Case 2004 Daytona Beach Holiday $40.00 (3 Bids) Time Remaining: 2d 10h 24m |
 Hallmark HARLEY DAVIDSON BIG TWIN Evolution Engine 2000 MAGIC Ornament $14.95 Time Remaining: 26d 5h 39m Buy It Now for only: $14.95 |
 1971 FX 1200 SUPER GLIDE HARLY DAVIDSON ORNAMENT $12.00 Time Remaining: 2d 23h 14m |
 HARLEY DAVIDSON FAT BOY ORNAMENT $8.00 Time Remaining: 2d 23h 14m |
 2008 Jolly Rider Harley Davidson Motocycles Hallmark Orn $6.99 Time Remaining: 2d 23h 25m Buy It Now for only: $10.00 |
 2011 Harley Davidson 1991 FXDB Sturgis MINIATUREHallmark Orn $2.99 Time Remaining: 2d 23h 53m |
 Hallmark 2003 Miniature Harley Davidson 1948 Panhead Series 5 QXM4879 $10.95 Time Remaining: 17d 9h 15m Buy It Now for only: $10.95 |
 HALLMARK KEEPSAKE ORAMENT 2011 2010 VRSC V ROD MUSCLE SERIES 13 NIB $6.95 Time Remaining: 3d 1h 15m |
 HALLMARK HAPPY HARLEY DAYS Harley Davidson Motorcycles by Wilson 2011 MIB $2.99 Time Remaining: 3d 7h 44m Buy It Now for only: $3.99 |
 HARLEY DAVIDSON HALLMARK 1947 SERVI CAR MINIATURE ORNAMENT 3 NMIB $12.99 Time Remaining: 3d 8h 1m Buy It Now for only: $14.99 |
 HARLEY DAVIDSON HALLMARK BARBIE 1 NMIB 2000 $5.99 Time Remaining: 3d 8h 2m Buy It Now for only: $6.99 |
 Hallmark Miniature Ornament 1999 Harley Motorcycle Electra Glide 1 QXl6137 $9.37 Time Remaining: 7d 6h 24m Buy It Now for only: $9.37 |
 HARLEY DAVIDSON HALLMARK 105TH ANNIVERSARY MINIATURE ORNAMENTS NMIB $14.99 Time Remaining: 3d 8h 3m Buy It Now for only: $16.50 |
 HARLEY DAVIDSON HALLMARK 1933 FLATHEAD MODEL VLD MINIATURE 6 NMIB $9.99 Time Remaining: 3d 8h 4m Buy It Now for only: $11.99 |
 HALLMARK ORNAMENT 1971 FX 1200 SUPER GUIDE HARLEY DAVIDSON MOTORCYCLE MILESTONES $19.95 Time Remaining: 3d 8h 26m |
 Harley Davidson tank set 2004 $19.99 Time Remaining: 3d 10h 26m |
 Harley Davidson Give Tanks2004 North Country set $25.00 (1 Bid) Time Remaining: 3d 17h 51m |
 Hallmark Keepsake Ornament 2010 Harley Quinn Batman limited edition $16.99 Time Remaining: 29d 6h 30m Buy It Now for only: $16.99 |
 H1 Racer Skys The Limit 14 Hallmark 2010 $7.50 Time Remaining: 4d 4h 25m |
 HARLEY DAVIDSON GIRL MIRROR $7.99 Time Remaining: 4d 4h 37m |
 HARLEY DAVIDSON YOUNG RIDERS SERIES COLLECTIBLE FREE WHEELING $10.99 Time Remaining: 4d 5h 3m |
 2010 VRSC V Rod Muscle Harley Davidson 13 Motorcycle Milestones Hallmark 2011 $7.50 Time Remaining: 4d 6h 13m |
 HALLMARK 2007 MINIATURE SERIES 9 HARLEY DAVIDSON 1971 FX SUPER GLIDE $9.99 Time Remaining: 14d 7h 37m Buy It Now for only: $9.99 |
 Hallmark Keepsake Four Tonka Ornaments Mighty Front Loader 1956 Suburban Pumper $19.99 Time Remaining: 4d 8h 53m |
 HARLEY ROCKER C SOFTAIL 2009 HALLMARK ORNAMENT MIB $8.98 Time Remaining: 4d 20h 32m |
 Harley Davidson 2006 Collectible GAS TANK Christmas Ornaments in Display Case $29.99 Time Remaining: 4d 21h 54m |
 Harley Davidson Keepsake Ornament 2002 VRSCA V Rod 6TH in series NEW IN BOX 2004 $14.95 Time Remaining: 4d 23h 23m |
 Hallmark 2008 Harley Davidson 10 1200N XL Sportster $19.99 Time Remaining: 16d 21h 6m Buy It Now for only: $19.99 |
 1999 Hallmark Keepsake HARLEY DAVIDSON HERITAGE SPRINGER ORNAMENT 1ST SERIES NIB $17.95 Time Remaining: 4d 23h 24m |
 r 2001 Hallmark Keepsake Ornament HARLEY DAVIDSON series 3 1957 XL Sportster NIB $17.95 Time Remaining: 4d 23h 25m |
 r 2000 Hallmark Keepsake Ornament HARLEY DAVIDSON 2ND SERIES Fat Boy NEW 2000 $17.95 Time Remaining: 4d 23h 25m |
 Harley Davidson Soar with the Eagle Live to ride Collector Beer Stein 1998 $20.00 Time Remaining: 5d 5h 47m Buy It Now for only: $45.00 |
 Hallmark Keepsake Four Majestic Wilderness Ornaments Shoeshoe Rabbits in Winter $19.99 Time Remaining: 5d 6h 11m |
 Hallmark Keepsake Ornament Harley Davidson Motorcycle Milestones FAT BOY $7.95 Time Remaining: 1d 3h 17m Buy It Now for only: $7.95 |
 2010 Hallmark 2009 SOFTAIL CROSS BONES Harley Davidson Motorcycle Milestones 12 $9.99 Time Remaining: 5d 6h 22m Buy It Now for only: $11.99 |
 Harley 2001 3 Engine ornaments Set $14.99 Time Remaining: 5d 6h 25m Buy It Now for only: $22.99 |
 Hallmark Keepsake Lunchbox Ornaments Star Wars 1998 The Lone Ranger 1997 New $14.99 Time Remaining: 5d 6h 32m |
 Freddy F Feestyle Snowtop Lodge 6 Snowman Hallmark 2010 $8.50 Time Remaining: 5d 7h 56m |
 Harley Davidson Ornament Series Three 2001 Bringing Home the Tree Used EUC $9.99 Time Remaining: 14d 8h 2m Buy It Now for only: $9.99 |
 2010 Lollipop Street Noelville 5 Special Lighting Effect Hallmark 2010 $9.50 (1 Bid) Time Remaining: 5d 7h 58m |
 HALLMARK KEEPSAKE 1998 ORNAMENT HERITAGE SPRINGER NIB HARLEY DAVIDSON FIRST $9.95 Time Remaining: 5d 8h 11m |
 HALLMARK KEEPSAKE 2004 ORNAMENT 2002 VRSCA V ROD NIB HARLEY DAVIDSON SIXTH $9.95 Time Remaining: 5d 8h 19m |
 2006 HARLEY DAVIDSON COLLECTIBLE TANK ORNAMENTS NIB $49.99 Time Remaining: 5d 8h 51m |
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Audio Branding - Can It Really Be Achieved?
Distinctive product design, colours and logos have been used to help brand recognition for a long time. Now some companies are trying to appeal to our hearing as a stimulator and brand identifier. How are they succeeding?
Audiovisual media, particularly films and TV series, are an enormously important vehicle for manufacturers to gain widespread brand recognition.
Visual branding predominates
Visible brand cues abound. We all know how car makers are competing to place their products in films, how film heroes glance at their watches with the manufacturer’s logo clearly visible, how drinks are served from bottles with the labels in plain sight.
Yet, some studies suggest that sound is between 75 and 90% more important than pictures or words. Because sound links directly to both the rational and emotional sides of our brain, many high-visibility brands have tried to capitalise on this finding. So far, their success has been varying.
Audio branding must combine technology and marketing
Product-related sound effects, jingles and audio signatures have been around for a while, but being an attempt to artificially connect a certain sound with the brand, they do not represent a genuine brand sound. That is why I’m leaving them outside of the scope of this article.
What I’m talking about is sound that comes from the product itself or its use.
While the sound of opening a beer can, for example, is a definite audio cue, it is only generic. The sound doesn’t evoke a mental image of a certain beer, it’s just beer. Or it could be a soft drink, the listener cannot hear the difference. Similarly, the snap of the safety lid of a soup jar, while distinctly related to a certain product group, cannot be associated with any particular brand of soup.
Mobile phone manufacturers have tried to establish an audio presence in our minds by installing clearly recognisable, unique ringtones as default in their handsets. Yet these can be changed by the users, and many do so, after which the uniqueness is gone.
Harley-Davidson has calibrated its engine tone to become a trademark. They litigated for seven years to copyright the sound - although with no success in the end. Ford is busy developing hallmark sounds: a distinctive thud of a car door when being closed, unique warning chimes and even digitising the sound of a ‘68 Mustang and using it to tune the new Mustang’s exhaust system to produce exactly the same sound as in the film Bullitt.
Steps in the right direction
These are clearly steps in the right direction, although I must say I’m a little sceptical about the man-in-the-street being able to distinguish the sound of a Mustang passing by from any other vehicle with a similar type of engine. Associating the thud of a closing car door with a certain make of car is even more difficult.
There are, however, some brands that are closer to the goal than others. Take Subaru cars, for example. The boxer engine used on them has a distinct sound that doesn’t require a trained ear to be distinguished from inline or V engines. Then again, all boxer engines probably sound pretty much the same.
Having done a quick mental "brand sound search" in my brain, the product that comes closest to really owning a particular sound is the flip-top Zippo lighter. Intentionally or purely by chance, its mechanism makes an unmistakable sound. When you are watching a Hollywood film the next time, pay attention. What is particularly ingenious about this is that the product does not even have to be in sight.
What other brands can you think of that possess a unique sound - one that can’t be confused with any other product?
About the Author
Kimmo Linkama is a copywriter and marketing communication consultant who has helped business-to-business companies get more out of their marketing budget for more than 20 years. He provides communication planning, copywriting, editing, transcreation and other marketing communication services, as well as related training. More information at www.linkama.com