# SoundOut launches its Sonic Effectiveness Matrix to map the most effective sonic logos in the UK
Published: 2021-06-25
Category: News
Category URL: https://brandsjournal.com/category/news/
Meta Title: Discover the Sonic Effectiveness Matrix: Driving Sales vs. B
Meta Description: Uncover the secrets of effective sonic logos with SoundOut's revolutionary SEM. Learn how to save millions by identifying the right attributes for your son
URL: https://brandsjournal.com/soundout-launches-its-sonic-effectiveness-matrix-to-map-the-most-effective-sonic-logos-in-the-uk/

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- Proves the capability to identify the effectiveness potential of a sonic 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 #35 when it comes to

propensity to buy. EE is a true Sonic Idler, coming last (#39) for recall and #38 for

propensity to buy.

SoundOut’s SEM features in the SoundOut Index [Effectiveness Edition](https://www.soundout.com/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](https://www.soundout.com/soundout-index).

**Brought to you by SoundOut**


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