Post by Alexander Wodrich

Very interesting study by Germany’s Radio Marketing Service #RMS on brand awareness and the impact of #AudioBranding. I’m actually pleasantly surprised that 55% of the radio ads tested used at least one sonic branding asset (sonic logo, brand voice, brand music…). Compared to 10 years ago that’s a huge leap forward. Brand managers are thus beginning to discover the power of consistent audio branding. But there is still so much to do. First: What about the other 45% that don’t use any of these elements, even though the study clearly demonstrates their effectiveness? Second, the study mentions that distinctive audio elements—even when they exist—are not used consistently. Yet that is precisely the key to the effectiveness of audio branding. The authors speak of a “wear-in effect” that is necessary to establish lasting, distinctive brand elements. At why do birds, we use the 3 Cs: Create and use consistently, and continuously. Thanks to HORIZONT magazine for sharing. And: why do birds has just conducted its own study on the significance of #SonicBranding among global brand managers. Will share more on this soon! https://lnkd.in/de8cxfds #SoundBranding RMS Der Audiovermarkter.