Proves the capability to identify the effectiveness potential of a logo BEFORE it is launched – which could save brands millions wasted in supporting ineffective sonic strategies
Reveals that the attributes that drive propensity to buy are far removed from those that drive recall
Highlights the need to identify the priority for a sonic logo. Is it to drive sales or build brand equity? A single logo will not do both well
Reveals that distinctiveness does increase propensity to buy but does not drive recall or brand attribution
London, June 23, 2021. SoundOut, the world leader in sonic testing, today announces the SoundOut Sonic Effectiveness Matrix (SEM). Much like the Boston Consulting Matrix separates brands into Dogs, Cash Cows and Stars, The SoundOut SEM separates sonic logos into four quadrants based on their recall and propensity to buy levels. AO is a true Effectiveness Engine - the most effective sonic logo in the UK – as measured across the three components of effectiveness: recall, appeal and propensity to buy. Although #1 for Appeal and Propensity to Buy, JustEat is only the second most effective audio brand in the UK because it comes #7 for recall.
Checkatrade is a Brand Builder, #10 for recall but a lowly #36 when it comes to propensity to buy. EE is a true Sonic Idler, coming last (#40) for recall and #39 for propensity to buy.
SoundOut’s SEM features in the SoundOut Index Effectiveness Edition which is a deep dive into what makes a sonic identity effective for consumers. The report identifies the very different brand attributes behind recall and propensity to buy. It also includes the SoundOut ranking of the most effective sonic logos in the US and UK. All findings are underpinned by cold, hard quantitative data on 280 sonic logos, including 130 unreleased/unknown sonic logos sourced from sonic branding agencies. All responses came from over 300,000 consumers across the US and UK who are unfamiliar with the logo and therefore unaffected by any related brand association.
David Courtier-Dutton, founder and CEO of SoundOut, said: “Perhaps the most exciting discovery of the study is that it’s possible to identify the effectiveness potential of a sonic logo before it is brought to market. This could save brands millions of dollars trying to support a sonic logo that just doesn’t have the attributes to be effective.
“We’ve also proven that brands need to decide the priority for their sonic logo before they begin composing. Is it to drive sales or build the brand? That’s because the attributes that underpin propensity to buy are very different to those that drive recall.”
Commenting on the significance of the SoundOut Index Effectiveness Edition, Roscoe Williamson Global Creative Strategy Director, MassiveMusic, said: “The results of SoundOut’s latest research are profound - we are especially interested in the connection found between a sonic logo and propensity to buy - as this is something that hasn’t been looked at in such detail before.”
The Effectiveness Edition report runs to over 40 pages and is a complement to the SoundOut Index released in May. Two further in-depth reports, available soon, will explore the results in greater detail for sonic personality and market penetration.
If you want to understand what goes into making a great sonic brand you can download a copy of the SoundOut Index here.
Notes to editors:
About SoundOut
SoundOut is the world leader in strategic sonic branding and audio marketing testing. It works with many of the most iconic brands in the world as well as all the major record labels. SoundOut specialises in helping organisations trigger the right emotional response from their customers by matching brand personality and attributes to music. As a result, SoundOut provides the data and insight needed by clients to increase the certainty of achieving a strong ROI from their audio branding investments. SoundOut also helps marketing teams select music that not only triggers the right consumer response to a marketing campaign, but also stays true to the core brand personality.
SoundOut works closely with academia to ensure that the latest advances in music psychology find application in the commercial sphere. With its wholly owned consumer panel of over 3.5 million people, and access to a further 80 million consumers worldwide, SoundOut offers an unrivalled global testing capability. The SoundOut Index uses this unique capability to not only rank the best sonic logos but also uncover the criteria that are essential to audio branding and audio marketing success.
For further information on the SoundOut Index Effectiveness Edition, or to arrange a briefing with SoundOut’s experts, please contact Matt Cartmell at Carta Communications on +44 (0)7930 485 333 or matt.cartmell@cartacomms.com
