Marketing Against The Grain Do Sonic logos actually work?
Jul 29, 2023
Dive into the fascinating world of sonic branding and discover how recognizable audio cues, like Netflix's iconic sound, can enhance brand identity. Learn about the dual challenge and power of sonic logos in marketing, especially in competitive sectors like insurance. Explore why catchy jingles resonate better than melodies and the importance of consistent sound branding. This vibrant discussion unpacks the psychology behind why these soundtracks work and their effectiveness in consumer recall.
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Sonic Logo Prevalence
- Sonic logos are not ubiquitous, with only around 10% of big companies using them.
- However, their adoption has increased significantly in the last decade, likely due to a perceived connection between music and memory.
Ricola's Yodeling Success
- Ricola, a Swiss cough drop maker, was relatively unknown until the 1980s.
- They used a distinctive yodeling jingle in their ads, which propelled them to become the number two cough drop company.
Name Recall in Sonic Logos
- While short melodies are trendy, data suggests that incorporating the company's name is twice as effective.
- This makes simpler jingles that repeat the name more impactful than abstract sounds.