SoundOut, the world leader in sonic testing, recently announced the launch of the SoundOut Sonic Effectiveness Matrix [SEM], which has proven the ability to identify the effectiveness potential of a logo before it is launched and could save businesses millions in otherwise wasted funds supporting ineffective sonic strategies.
Much like the Boston Consulting Matrix separates brands into categories such as Dogs, Cash Cows and Stars, The SoundOut SEM separates sonic logos into four quadrants based on their recall and propensity to buy levels. Disney [Classic] was proven to be the most effective sonic logo in the US by the SEM, as measured across the three components of effectiveness: recall, appeal and propensity to buy.
The SEM also revealed that the attributes which drive propensity to buy are, in reality, far removed from those that fuel recall, as well as highlighting the need to identify the single priority for a sonic logo; be it to drive sales or build brand equity, because it is not possible for a logo to do both.
SoundOut’s SEM featured in the SoundOut Index Effectiveness Edition, which explores what makes a sonic identity effective for consumers. The report identifies the different brand attributes behind recall and propensity to buy. It also includes SoundOut's ranking of the most effective sonic logos in the US and UK based on the SEM's criteria.
All findings have been sourced from quantitative data on 280 different sonic logos, including 130 unreleased or unknown sonic logos sourced from sonic branding agencies. 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 [pictured], founder and CEO of SoundOut, commented: “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 at 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 spans more than 40 pages and follows on from the SoundOut Index released in May 2021. SoundOut plans to release two further in-depth reports in the near future to explore the results in greater detail for sonic personality and market penetration.
The SoundOut Index can be accessed here for readers wishing to read more into how to build a successful sonic brand.