Deep Branding – on a washing machine

When you use certain combinations of buttons on your washing machine it plays a song, at least if your machine is made by Fisher & Paykel it does.

Fisher & Paykel is a New Zealand company, and that’s the New Zealand national anthem playing. (You might get a better idea of the tune when Hayley Westenra sings it)

Other companies have included a tune when the machine’s cycle is done but this an example of the company going a step beyond the company’s brand and the product’s function.  I think of these ‘surprises’ companies deliver as deep branding. Fisher & Paykel are obviously proud to be Kiwi.