Visit the Sonic Brand Study at www.sonicbrandstudy.com
Katz Marketing Solutions has long championed the power of sound and its ability to dramatically influence consumer perception, thoughts and behavior. We recently commissioned a study to determine the impact of various national advertisers’ Sonic Brands. Our goal was to quantify the ability of short audio clips to communicate a powerful branding message. What we discovered surprised even us. While we had uncovered other research that quantified the “awareness” of well-known Sonic Brands, such as Intel’s “Intel Inside”, we didn’t locate any that examined the emotions and rich imagery that short audio snippets generate. As we sorted through the results, it became clear that audio, even just a few seconds of it, can trigger powerful brand messaging that impacts us cognitively, behaviorally and even physiologically. Twenty-four audio signatures were tested and two hundred and fifty respondents were asked four questions:
- Question #1: Do you recall hearing this sound before?
- Question #2: Do you know the company or brand that uses this sound in its advertising?
- Question #3: What messaging comes to mind after hearing this sound?
- Question #4: What pops in your head when you hear this sound? How does it make you feel?
The respondents, without any prompting, provided incredibly detailed descriptions of the advertisers’ product, benefits, pricing, as well as vivid descriptions of the advertiser’s spokesperson and mascot, providing further proof that what we hear, even for a second, can impact what we “see”. We encourage you to click on each advertiser’s logo. We’re confident you’ll also conclude that sonic branding can greatly impact what consumers feel and consume, while providing marketers with a key long term competitive advantage.
Sonic Brands – we recognize them fast and we relate to them powerfully.