{"id":1328,"date":"2021-07-27T08:00:48","date_gmt":"2021-07-27T12:00:48","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2021\/07\/27\/predicting-effectiveness-brand-strategy-and-the-sonic-logo\/"},"modified":"2021-07-27T08:00:48","modified_gmt":"2021-07-27T12:00:48","slug":"predicting-effectiveness-brand-strategy-and-the-sonic-logo","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/predicting-effectiveness-brand-strategy-and-the-sonic-logo\/1328\/","title":{"rendered":"Predicting Effectiveness \u2013 Brand Strategy And The Sonic Logo"},"content":{"rendered":"<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376258 = window.plc376258 || 0;\n            document.write('<' + 'div id=\"placement_376258_' + plc376258+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376258, [300,250], 'placement_376258_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376258++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\"><em>By David Courtier-Dutton, CEO, <a href=\"https:\/\/www.soundout.com\/\">SoundOut<\/a><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">With the rise and rise of digital marketing, advertisers have sophisticated tools at their disposal to measure and auto tweak ad effectiveness in real-time.\u00a0 Programmatic has brought automated feedback loops, measuring click-through rates, dwell time and conversion.\u00a0 As a result, the optimum online ad can, like a virus, mutate rapidly to settle on a format that optimises effectiveness with any given target demographic.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">However, when it comes to core brand assets (name, tagline, or visual or sonic logo) these tools are ineffective.\u00a0 You won\u2019t see McDonald\u2019s testing the golden arches in 50 different colour ways to settle on the version that resonates best with each consumer segment.\u00a0 This is because brands need to define and then control their core identity so that, through consistency, they can build authenticity, trust and a recognisable personality that is reinforced through every brand asset at every consumer touchpoint.\u00a0 Yes, the marketeers can overlay storytelling, video and promotions but this should never be at the expense of the core brand personality.\u00a0 While marketing is about the P&#038;L, brand building is about the balance sheet.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Brands have always recognised this and this has led to the growth of the industry, supported by a plethora of brand strategy testing and analysis tools from archetype frameworks to neuromarketing and qual and quant research.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc428354 = window.plc428354 || 0;\n            document.write('<' + 'div id=\"placement_428354_' + plc428354+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,428354, [300,250], 'placement_428354_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc428354++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n\n<p class=\"wp-block-paragraph\">But there is a new kid on the block.\u00a0 Sonic branding is increasingly being invited to join the top table of brand assets \u2013 and with it comes a similar-sized budget.\u00a0 Brand strategists and consultants are recognising that almost every testing tool and methodology at their disposal is based around visual rather than aural stimuli.\u00a0 Furthermore, while visual demands eyes-open engagement, music is primarily consumed by system 1 (subconscious) processing \u2013 and no one has earlids.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a result, there is an urgent need for tools that measure and benchmark audio effectiveness \u2013 before launch.\u00a0 No one should sign off a $500,000 audio branding budget knowing it will be spent on the basis of a purely subjective final decision.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In addition, music uniquely triggers a rich blend of universal emotions in consumers which, research indicates, transcends (almost) all countries and demographic profiling.<\/p>\n\n\n\n\n<blockquote>&nbsp;<em>&ldquo;Music is the shorthand of emotion. Emotions, which let themselves be described in words with such difficulty, are directly conveyed to man in music, and in that is its power and significance.&rdquo;<\/em>\n\n<a href=\"https:\/\/quotecatalog.com\/communicator\/leo-tolstoy\"><em>Leo Tolstoy<\/em><\/a><em>,&nbsp;<\/em><a href=\"https:\/\/books.google.com\/books?id=-T3QhPjIxhIC&amp;pg=PA519&amp;dq=%22Music+is+the+shorthand+of+emotion.%22&amp;hl=en&amp;sa=X&amp;ved=0ahUKEwiHrrWZx-fPAhXC5iYKHSaiAXEQ6AEIJzAC#v=onepage&amp;q=%22Music%20is%20the%20shorthand%20of%20emotion.%22&amp;f=false\"><em>Wisdom for the Soul<\/em><\/a><\/blockquote>\n<p class=\"wp-block-paragraph\">As a core asset, music (and voice), even as a newborn brand asset, has the unique ability to capture the core brand personality \u2013 which also requires a new kind of measurement.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">So, there is a challenge, and as with many challenges a huge opportunity \u2013 for brands, consultants and market researchers alike.\u00a0 In a world where audio is increasingly described as the new video (a nice soundbite but we still have a way to go yet!) we are seeing a rising wave of brand investment in audio, but limited tools to validate and measure effectiveness.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Some of our findings in our <a href=\"https:\/\/www.soundout.com\/soundout-index-effectiveness-edition\">recent major study<\/a> on audio effectiveness involving over 500,000 consumers and 150 major brands, highlighted some of the unique qualities of audio within a brand context:<\/p>\n\n\n\n\n<ul class=\"wp-block-list\">\n \t<li>Likability (appeal) of an audio asset is at the foundation of a sonic brand &ndash; whether you want to increase recall, drive sales or land specific brand attributes.<\/li>\n \t<li>If your primary strategic driver is to build brand equity then having a distinctive sonic identity is not an efficient mechanism to achieve this &ndash; but distinctiveness is implicitly effective in increasing propensity to buy.<\/li>\n \t<li>The key attributes that drive rapid brand attribution and propensity to buy are at different extremes of the emotional scale &ndash; so the brand must have a clear idea of what it wants to achieve with its sonic identity well before entering the studio.<\/li>\n \t<li>Music, and in particular melody, is a universal language and does not discriminate between gender, age and ethnicity &ndash; meaning a sonic logo is a hugely effective and unifying brand asset for brands with global positioning or ambitions.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">As Martin Mull wrote: \u2018Writing about music is like dancing about architecture&#8217;, and this is the first thing that brands need to grasp. Translating your core brand attributes into a three-second musical soundbite is no easy task and a lot can, and does, get lost in translation.\u00a0 There are dozens of agencies that can help you do this, but at the end of the day it is understanding what consumers subconsciously feel and consciously do as a result that provides the acid test of effectiveness.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Measuring this is a specialist field and requires a fusion of brand strategy, psychology, consumer insight, advanced data science and robust benchmarks.\u00a0 But as sonic branding comes out jamming onto the stage of brand strategy, we\u2019ll be waiting.<\/p>\n\n\n\n\n<h4 class=\"wp-block-heading\">\n<figure class=\"wp-block-image alignright size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/network.advertisingweek.com\/wp-content\/uploads\/sites\/3\/2021\/07\/DCD.jpg\" alt=\"\" class=\"wp-image-1330\" srcset=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/DCD.jpg 300w, https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2021\/07\/DCD-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/figure>\n<\/h4>\n<p class=\"wp-block-paragraph\"><strong>About David<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Following careers in law, corporate finance, B2B technology and residential property development, David founded <a href=\"https:\/\/www.soundout.com\/\">SoundOut<\/a> in 2007 with Grace Hammond. David has led SoundOut into the world leader for music and audio branding testing. The company has combined data science with neuroscience to develop a suite of tools to analyse and measure the effectiveness of music and voice in strategic branding and marketing. Investment into a 3.5 million strong AI moderated consumer research panel has led to many of the world\u2019s largest brands using SoundOut for sonic marketing and branding testing.<\/p>\n\n\n\n\n<!-- shortcode [asyncjs] -->\n        <script type=\"text\/javascript\">if (!window.AdButler) {\n                (function () {\n                    var s = document.createElement(\"script\");\n                    s.async = true;\n                    s.type = \"text\/javascript\";\n                    s.src = 'https:\/\/servedbyadbutler.com\/app.js';\n                    var n = document.getElementsByTagName(\"script\")[0];\n                    n.parentNode.insertBefore(s, n);\n                }());\n            }<\/script>\n        <script type=\"text\/javascript\">\n            var AdButler = AdButler || {};\n            AdButler.ads = AdButler.ads || [];\n            var abkw = window.abkw || '';\n            var plc376259 = window.plc376259 || 0;\n            document.write('<' + 'div id=\"placement_376259_' + plc376259+ '\"><\/' + 'div>');\n            AdButler.ads.push({\n                handler: function (opt) {\n                    AdButler.register(167788,376259, [300,250], 'placement_376259_' + opt.place, opt);\n                },\n                opt: {\n                    place: plc376259++,\n                    keywords: abkw ,\n                    domain: 'servedbyadbutler.com'\n                }\n            });\n        <\/script>\n        \n","protected":false},"excerpt":{"rendered":"<p>With the rise and rise of digital marketing, advertisers have sophisticated tools at their disposal to measure and auto tweak ad effectiveness in real-time.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":1329,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-1328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Predicting Effectiveness \u2013 Brand Strategy And The Sonic Logo | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/predicting-effectiveness-brand-strategy-and-the-sonic-logo\/1328\/\" 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