- 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 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.
Brought to you by SoundOut