MassiveMusic and SoundOut launch world’s first data-driven sonic branding tool
A new tool has been launched to help brands gain cut through with their audio touchpoints. The tool, Massivebass (brand attribute sound system), has been created by creative music agency MassiveMusic, and is powered by SoundOut technology. It offers marketers the ability to know what music will drive the sound of their brand and provides scientific proof on the effectiveness of a strategic sonic brand.
The tool, powered by SoundOut technology, offers marketers the ability to know what music will drive the sound of their brand and provides scientific proof on the effectiveness of a strategic sonic brand. Massivebass has the ability of matching brand values and personality to a piece of music, through feedback from more than half a million consumers.
“Benchmarking a brand’s sound to its core values is something we have pioneered for years. To now be able to prove the effectiveness using a scientific tool is really groundbreaking for sonic branding. Briefing composers to create original sonic branding is notoriously difficult because music is subjective,” says Marijn Roozemond, senior creative strategist at MassiveMusic.
The way brands usually engage with consumers is by defining their core values and the tone of their communication. For example, Volvo’s brand is all about safety, Mercedes about luxury, BMW about performance. Massivebass matches the right sounds to a brand’s core values and archetypes offering musical combinations that not only align with the brand but also reveal those more likely to be memorable and recalled by consumers. The tool then ranks the sonic assets on the closest match allow agencies and brands to identify the sounds that best deliver on the chosen brief.
"If a brand is going to invest money, it needs a working asset that not only contributes to the overall brand-building but also offers marketers the ability to measure real effectiveness," says David Courtier-Dutton, CEO at SoundOut