SoundOut launches Sonic Effectiveness Matrix to map most effective sonic logos in the UK
SoundOut, a strategic sonic branding and audio marketing testing company, launched its Sonic Effectiveness Matrix (SEM), which separates sonic logos into four quadrants based on their recall and propensity to buy levels.
SoundOut’s SEM features in the SoundOut Index Effectiveness Edition, which explores what makes a sonic identity effective for consumers. The report identifies the very different brand attributes behind recall and propensity to buy. All findings are underpinned by quantitative data on 280 sonic logos, with the responses coming from over 300,000 consumers across the US and UK who are unfamiliar with the logo and therefore unaffected by any related brand association.
According to David Courtier-Dutton, founder and CEO of SoundOut, one of the most interesting aspects of the study is that SEM can identify the effectiveness potential of a sonic logo before it’s launched.
“This could save brands millions of dollars trying to support a sonic logo that just doesn’t have the attributes to be effective,” he says.
“We’ve also proven that brands need to decide the priority for their sonic logo before they begin composing because the attributes that underpin propensity to buy are very different to those that drive recall,” he adds.
SEM reveals that electrical retailer, AO, is the most effective sonic logo in the UK, as measured across the three components of effectiveness: recall, appeal and propensity to buy. Although number one for ‘appeal’ and 'propensity to buy,' food delivery app JustEat is only the second most effective audio brand in the UK because it comes at number seven for recall.
Tradespeople website Checkatrade, on the other hand, is coined a ‘Brand Builder,’ scoring at number 10 for recall but achieving a low 35 when it comes to propensity to buy.
If you want to understand what goes into making a great sonic brand you can download a copy of the SoundOut Index here.