Harry Kalas and the slow muting of brands

Harry Kalas died yesterday.

The long-time announcer for the Philadelphia Phillies was one of the best in the business and part of the exclusive broadcasting fraternity that has lost many members the past few years.  Mel Allen, Harry Carray and my own beloved Jack Buck to name a few.  These men were the soul and character of the baseball community they served, and each was as integral a part of their respective teams as a uniform or ballpark.  Kalas, whose deep, rattling voice could shake the leaves off a tree in Spring, was also the voice of another great brand, NFL Films.

It made me think about the role of the announcer in branding.  We talk a lot about a brand’s voice, and when we usually mean how the brand behaves and how it presents itself to consumers.  But one tool we always had to define that is the actual voice that spoke to us on behalf of an advertiser.  Now with more communications happening via non-broadcast channels, brands have by and large been set on mute with fewer opportunities to speak to an audience verbally.  A voice can be an indelible part of a brand’s equity.  Think Tony the Tiger.  With a name like Smucker’s, it has to be good.  Gene Hackman inviting us to fly the friendly skies of united.  The right personality can help lower our skepticism and build a relationship, not to mention a recall that lasts for years.

What takes its place?  Probably it’s that voice in our head.  The one that narrates what we read online or does the commentary track while we walk the mall.  I don’t know about you, but my voice can’t hold a note in comparison to Gene Hackman or Harry Kalas.