“Football” and “samba”. Two words anyone would use to describe Brazil as a brand. And the two often intertwine. The most popular football-related songs? All sambas. Take “Que Bonito É” for example. It was used in newsreels during football video coverage and is forever associated with the game:
The people of Brazil have been brought up with music and football as such an important part of their lives, its no surprise the two have practically overlapped. “A Taça do Mundo é Nossa” (The World Cup Is Ours) was composed after Brazil won their first world cup in 1958. Here’s a slightly more up-to-date version:
This song is testament to the combination of Brazil’s biggest passions with lines such as “Good in samba, good with leather” as well as “Dancing the samba with the ball on the feet”.
Samba is undoubtedly the sound of Brazil, and is instantly recognizable despite vast variations over the decades thanks to the following rhythm:
This rhythm lies at the heart of a samba, and is played by numerous percussion instruments in a traditional samba. With the addition of some melodic instruments such as guitars and trumpets, it becomes an unmistakable sound, which can be applied across many genres of music.
So if you can sum up a whole country with a simple rhythm and a collection of instruments, the same can definitely be done with brands. One brand that has done this to great effect is Audi, who have taken Sonic Branding to the next level to find and create their sound.
Matt Lee, Music Supervisor
soundlounge
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