The idea of sound is entering the field of Advertising rapidly, sounds associated with a brand can mark the difference between a good and a great brand. Knowing your sonic environment as brand is key in modern day marketing.

1. Sonic Audit
by: Lennart Fleschhut
Sounds of Brands

2. (1)
Introduction
(2)
Inherit sounds
(6)
Summary
(5)
Competitive Analysis
(4)
Cultural References,
Sponsorships & Co-Ops
(3)
Attempt to connect sounds
exclusively to Carhartt
Table of
Contents

3. (1)
Introduction

4. Carhartt, Inc. was founded in 1889 by
Hamilton Carhartt in Detroit, Michigan.
The companies headquarters are still
located in Detroit, fostering their strong
connection to their origin.
Throughout the United States, Carhartt is
known for their durable and long-lasting
workwear, including jackets, pants,
overalls, west, shirts, headwear etc.
Carhartt clothing evolved trademark
features, using heavy threads, fire-
resistant high-technology materials, as
well as resistance to water.
This project targets sounds that are
implicitly and explicitly part of Carhartt as
a brand, as well as unique for certain
products.
(1)
Introduction
http://brandanalysis13.weebly.com/carhartt.html

5. (2)
Inherit Sounds

6. (2)
Inherit Sounds
Inherit sounds describe sounds that are
given through Carhartt products and
other sounds that are already closely
connected to the brand.
We differ between sounds that are
implicit and explicit and also differ
between category and single products.
E.g. the sound of a Carhartt Jacket is
explicit to the product, as it contains
specific heavy thread. This heavy
sounds, delivers the feeling of being
prepared and ready to get your hands
dirty.
http://brandanalysis13.weebly.com/carhartt.html

7. (2) Inherit sounds

8. (2)
Inherit Sounds
- Youtube/Commercials -

9. (2)
Inherit Sounds
- Youtube/Commercials -
Carhartt’s most recent campaign
“Carhartt Force®” (2015) re-establishes
their values and strengthens the tie to
their most valuable target group:
The hardworking middle-class.
As part of their campaign, they
collaborated with SF Giants pitcher
Madison Bumgarner. From his roots he
shares the values that Carhartt inherits.
They choose him because of that, rather
than using his standing as an
outstandingly successful pitcher.
“I want to have tough hands.”
https://www.youtube.com/watch?v=YnfG5G4jmhA

10. (2) Inherit sounds
https://www.youtube.com/watch?v=YnfG5G4jmhA

11. What is even more interesting about this
campaign, from a sonic point of view, is the
chosen song and the natural sound used.
They chose the song “We will rock you” by
Queen.
They only use one part of the song; the
beginning part of the song. The beginning of this
song is marked by heavy drum pounds.
The well know “bum-bum-da; bum-bum-da”.
This part of the song loops throughout the full
minute of the commercial.
(2) Inherit sounds - Youtube/Commercials
The way they created those pounds is most
significant. To further strengthen the connection
between their working clothes and the
environment they are worn in, they created the
drum beats with the clashing of heavy
machinery, especially the sound of steel, most
possibly representing a hammer pounding steel.
The connection between the message of the
commercial and the song is revealed at the end
of the commercial through the slogan:
WE WILL OUTWORK THEM ALL
https://www.youtube.com/watch?v=YnfG5G4jmhA

12. (2) Inherit sounds - Youtube/Commercials
Sonic
Interest
for
Youtube
Channel
Interesting components about their Youtube Channel include:
Topic Interesting Because
a series called Product Talk entertaining, ironic tone
Rain Defender series add character: Chet Grogan
comedy, entertaining tone
Celebrating 125 years of
Craftsmanship
see part “(3) connecting sounds
to the brand/brand’s products”

13. (3)
connecting sounds to the
brand/brand’s products

14. situations in which you wear the
product:
Carhartt doesn’t have unique sounds but that
they try to combine specific sounds to their
products: use ideal soundscapes*.
So far, Carhartt is closest connected to
construction. The sound of hammering, heavy
machinery, clashing etc.
People connect those sounds with Carhartt
workwear.
Goal: tie Carhartt even closer to more
soundscapes related to the brand
soundscapes: the sounds of the environment as a great macro-
cultural composition, of which men and nature are the
composer/performers.
(2)
connecting sounds
to the brand/brand’s
products

15. (3) connect sounds to the brand/brand’s products

16. (3) connect sounds to the brand/brand’s products
Road home to Craftsmanship:
use of acoustemology: connect with
people who have a sonic way of knowing
specific places and at the same time
bringing those sonic environments closer
to people that connect with the inherit
values. connect those to products: apparel &
accessory
http://www.carhartt.com/content/content-craftsmanship?
cid=HOME-Social-1-SEARCH-Craftsmanship-20150122-
ALLVisitors-hc_Road%20Home_0115

17. (3) connect sounds to the brand/brand’s products
Those soundscapes are:
crafting: sawing, pulling cords,
sharpening, grinding, truck beeping,
wood creaking, hammer on metal,
welding, cutting, carving, nails rattling
community: guitar bands, hotting,
cheering, chinking glasses, mumbling
farming: mooing, tires on stoney roads,
atmospheric river, saddle
fastening/placing, horse neighing,
shovelling, dog collar, hay
being on the road: tires on the road,
wood fire in the open, windshield wipers,
ship horn, lighter
T-Shirts, Shirts, Jeans,
Suspenders
Jacket, Jeans, Pants,
Shirt, Hat/Beanie, Belt
Jacket, Jacket, Jeans, Pants,
Shirt, Hat/Beanie
Jacket, Jacket, Jeans, Pants,
Shirt, Hat/Beanie, Tool-Belt, Belt,
Gloves

18. (3) connect sounds to the brand/brand’s products

19. cultural meaning:
passing information on
attention to detail
create objects that somebody is going use
that creates memories,
that are meant to last
put your heart into your work
fellowship & community
work from dusk till dawn
not stopping until it’s perfect
respecting the material
Integrity & Honor
(3) connect sounds to the brand/brand’s products
http://www.carhartt.com/content/content-craftsmanship?
cid=HOME-Social-1-SEARCH-Craftsmanship-20150122-
ALLVisitors-hc_Road%20Home_0115

20. Summary
Carhartt products rarely deliver specific sounds.
There are many implicit sounds given in apparel
and their accessories, but those are hardly
explicit, they are not strong enough to represent
the brand.
Instead Carhartt figured out what their values
sound like, who the people are that share those
values and in which environment one experiences
those.
Carhartt uses those ideal soundscapes to
convey those sonic elements onto their products.
By emphasizing this connection, they melt
together their products and the situations in which
their products are present or being being used.
Through this approach, their products, which are
passive by nature, become active and part of the
process and the soundscape.
(3) connect sounds to the brand/brand’s products
https://craftedincarhartt.wordpress.com/

21. (4)
Cultural References,
Sponsorships & Co-Ops

22. (4)
Cultural References,
Sponsorships & Co-Ops
- Rap -
Carhartt is well respected for their outerwear.
They are used around “the block” to keep the
people hustling day and out warm. The rappers
highlight the features of the jacket.
These artists connect with the values that
Carhartt represents. Hard work and endurance.
They point out that this is what it takes to
survive on the streets and escape the rough
times and places. At the same time Carhartt
products are highlighted as parts of their
fashion.
Carhartt’s connection to the street culture really
started to strengthen in the 90s.
In 1990 they collaborated with Hip Hop Label
Tommy Boy records and Streetwear company
Stussy for a jacket.
http://www.complex.com/style/2014/01/20-coolest-types-
jackets-hip-hop-history/carhartt
http://www.complex.com/style/2013/04/20-ways-hip-hop-
style-was-different-20-years-ago/
http://www.nytimes.com/1992/11/29/style/thing-the-
carhartt-jacket.html
http://foshotbt.blogspot.com/2011/04/when-carhartt-was-
hip-hop.html

23. (4) Cultural references, Sponsorships & Co-Ops
referenced in lyrics by numerous rappers from the 1980s to
today:
Roc Marciano - Hide my Tears (April 2010)
“I’m back again, Carhartt hats to match the Timbs”
Danny Brown - The Wizard (October 2010)
“Used to play the block with the Carhartt”
Action Bronson - Imported Goods (August 2010)
“Carhartt sets and Horseys like the Preakness”
Action Bronson - Cocoa Butter w/Statik Selektah feat.
Nina Sky, October 2011
“My uniform Carhartt sweats and Gore-tex athletic horses
on my chest and on my short sets”
Reakwon - Wherever, whenever (January, 2013)
“Plus he rock a lot of Carhartt, Braveheart, die hard”
Joell Ortiz - Hip Hop (October, 2013)
“This is Hip Hop.
This is Carhartt jackets, Timberland boots unlaced"
genius.com

24. Artists wearing Carhartt apparel: Fat Joe, Nas, Dr. Dre, NWA, Action Bronson, Asap Rocky
(4) Cultural references, Sponsorships & Co-Ops

25. Over several decades Carhartt got deeply
implemented into the Hip Hop culture.
Carhartt has embraced this situation and
collaborated with several of the above
mentioned rappers. Most significantly with
Detroit-based Danny Brown.
Together with Dr. Romanelli (Darren
Romanelli), Los Angeles based designer,
marketer and director, Danny Brown designed
his own jacket for Carhartt in 2014. As this was
part of Carhartt’s subsidiary Carhartt WIP
(Work in Progress), I will not dive deeper into
other Carhartt WIP music projects and
collaborations.
(4) Cultural references, Sponsorships & Co-Ops
http://www.gq.com/entertainment/music/201309/danny-
brown-rapper-style-september-2013

26. (4)
Cultural References,
Sponsorships & Co-Ops
- Sponsorships -
Besides Carhartt’s deep implementation in
the Rap scene, they showed further interest
to connect the brand to music.
Through direct sponsorships they connect
with the interests of their followers.

27. Carhartt focuses towards music and values
that connect more with their main target
audience. Farmers, construction workers,
people employing the art of craftsmanship.
In 2011 they teamed up with Grammy Award
winning Country band Zac Brown Band.
This move was part of their 2011 “Everyday
Icons” campaign to “salute to this country's
hard working men and women by giving them
a voice and making them the co-author of our
brand's living legacy.” (Tony Ambroza,
Carhartt’s Vice President of Marketing)
These are the values Carhartt is delivering until
today.
(4) Cultural references, Sponsorships & Co-Ops
http://www.countrymusicrocks.net/2011/09/zac-brown-
band-teams-up-with-carhartt.html

28. In 2014 Carhartt was partner for the 2014 Detroit
Jazz Fest, having their own stage, the Carhartt
Amphitheater.
Furthermore Carhartt is inviting two guests as a
VIP-all expenses guests to the CMA Music
Festival 2015 in Nashville.
This strengthens the statement that Carhartt is
connecting to their audience by coming off as a
true American Brand.
This is partly based on the fact that they are
based in Detroit, which is a role they are
absolutely embracing. Detroit used to be the
industrial heart of the United States.
(4) Cultural references, Sponsorships & Co-Ops
http://www.prosoundweb.
com/article/vue_audiotechnik_line_arrays_make_motor_c
ity_debut_at_detroit_jazz_festival/

29. (4)
Cultural References,
Sponsorships & Co-Ops
- Co-Ops -
Apart from connecting with their followers
on a direct level, Carhartt attempted to
broaden their touch points and the
involvement of the brand in sound.
Through co-operations with other brands,
Carhartt delivered their values by expanding
their sonic landscape.

30. In December 2009 Carhartt started to dive
into a new part of music. Together with
Japan based Vestax, designer and
manufacturer of electronic equipment, such
as DJ Mixers, signal processors and
turntables, Carhartt released the Handy
Trax USB turntable.
As Carhartt Inc’s involvement into
Electronic music was very little at that time,
they left every further involvement into this
scene to their subsidiary Carhartt Work in
Progress, which is highly involved in the
European electronic music scene; having
their own Radio App, Soundcloud channel,
collaboration with artists, as well as
sponsorship of festivals.
(4) Cultural references, Sponsorships & Co-Ops
http://www.highsnobiety.com/2009/11/20/carhartt-x-
vestax-handy-trax-usb-turntable-a-detailed-look/#slide-3

31. When Chrysler, another Detroit based company, started their
comeback in 2013 they approached Carhartt to team up.
Carhartt, the company known for durable work-wear and
personified by hard work and perseverance, collaborated on the
interior design and materials.
This way Carhartt did not only restate the values they believe in,
but also touched base on a very new sonic level. On one side,
their fabric came to a new use and served as an ambassador for
other Carhartt products. On the other side, the landscape of
sounds Carhartt has gathered now included all sounds
connected to a car.
It comes back to embracing sounds that convey their values:
they deliver integrity and honor.
(4) Cultural references, Sponsorships & Co-Ops
http://blog.chrysler.com/news/introducing-the-2013-5-
chrysler-200s-special-edition/

32. (5)
Competitive Analysis

33. (4) Competitive Analysis
Focus Inherit sounds References Collaborations/
Spokespeople
Other
involvement in
sound/music
home improvement
(DIY)
construction
durable pants
/construction site sounds
(https://www.youtube.com/watch?
v=o-lp8RBcFVk)
Rap/Dom Kennedy:
“The Dickies, the Vans,
the fitteds"
The Dickies Roadhouse
X Amazon
Skateboarding:
Dickies Streetwear
fishing
skiing
outdoors
crushing waves
being out on the ocean
(https://www.youtube.com/watch?
v=rm3DyZw31-E)
Rap/Brandy:
“I went from Helly
Hansen to mini
mansions.”
Renault for Renault
Captur
US Ski Team
X-Country Ski Team
Finland
working class:
factories
construction sites

34. (6)
Summary

35. (6)
Summary
● effective recognition of niche
sounds: heavy jacket
● very accurate connection of
soundscapes to products and
company values
● identification and smart
support of cultural references
● accurate sponsoring
● clever co-operation, engraving
company values