DD100525

DD100525

DD100525 is a letter dated 20 November 1967 from Brown & Company Limited to John Coates of T.V. Cartoons Ltd.: "The sample electronic sounds were played to our client, the Royal Bank of Canada, and were very well received."

Transcript

BROWN & COMPANY LIMITED

                                 November, 20, 1967

Mr. John Coates.
T.V. Cartoons Ltd.,
36/38 Dean Street,
London, W.I, England.


Dear John,

The sample electronic sounds were played to our client, the Royal
Bank of Canada, and were very well received.

We now enter the second phase of the operation whereby you
produce a selection of 'signatures' or 'trademarks' for clients
selection and testing.  This phase, however, should be divided
into two parts.

The First - a selection of sonic signatures to denote the
'approachability' of the Bank.  In essence, a combination of elec-
tronic sounds, pleasing to the ear, that denotes the Bank as being
a friendly, helpful institution.  This signature is envisaged as
being tagged to the end of all TV and radio commercials.

The second part is to produce another pilot set of signatures to
denote Termplan Loans - the one that are easy to get, easy to pay
back and cost little.

There is a great risk involved in explaining further as I fear it
would tend to inhibit your creative efforts.  Suffice it to say
that if the 'approachable' signatures lean to a smooth, warm sound
the Termplan signatures could be more martial.

I suggest that you prepare two sets of (say) three signatures each,
send them to us and we will try to analyse them so that we may
give you specific guidance.  This is, of course, on the assumption
that we need to.  We may will find that there is one in each group
that seems to fit the bill and we will go straight to consumer
testing.