90% of all purchasing decisions are made subconsciously and are therefore almost entirely driven by emotion rather than logic.
As with human relationships, the strength of a consumer’s emotional relationship with a brand is based on the resonance with, and respect for, the emotional brand values. To build and retain brand equity it has never been more critical to be consistent in that relationship, and brands must ensure that every campaign, commercial, soundtrack, voiceover and digital asset underpins and reinforces those emotional brand values.
SoundOut BrandMatch is a powerful new product enabling you to quantitatively benchmark your core emotional brand values against the actual consumer perception of your brand values at any point in time.
Brandmatch enables you to accurately measure the emotional brand values associated with any piece of media, be it a song, a video, a marketing message or imagery – and then demonstrate precisely how close a match it is to your brand.
How it works
First the brand or agency ‘defines’ the emotional brand values/positioning via a simple yet powerful online tool. Next we ask several hundred individuals in our panel to do the same, either on the brand or on a piece of media content the brand is considering using. The resultant outputs are passed through a number of proprietary algorithms and the output reveals the closeness of match – and identifies where and why there is misalignment, either generally or by any desired demographic.
The whole process takes around 24 hours and is fully automated via the SoundOut platform.
SoundOut BrandMatch is underpinned by rigorous academic methodologies (Asmus 1989/Aaker 1997/Müllensiefen 2014), re-engineered via machine learning technologies and now automated within the SoundOut platform and powered by our 2m strong consumer community. Starting with over 100 carefully selected adjectives, over a 12 month period, calibration was achieved by testing hundreds of brands and media with hundreds of thousands of consumers and then, using principal component analysis and variable reduction techniques, we statistically identified the 12 adjectives that captured over 95% of the emotional variance of any brand. The process also calculated the appropriate weighting for each word and the complex matrix interrelationships between them.
The result is a uniquely powerful quantitative tool that is increasingly being used by leading branding agencies and FMCG businesses.