sonic ideantity™
sonic ideantity™
Just like a logo is a visual expression of your brand, a sonic ideantity™ is an ownable, memorable, audio expression of your brand.
Global market research leader Ipsos recently analysed over 2000 TV commercials shown in ‘distracted conditions’. The research replicated some of the conditions in which TV commercials are actually viewed. They found that the most important brand element that affected recall was ‘branded sound.’
However, there is a point to consider. Not all ‘branded sounds’ will have the same impact. Jingles, for instance, are not as effective as ‘sonic identities’. Here is why.
| Jingle | Sonic ideantity |
|---|---|
| Tactical, has a short shelf life. | Strategic, can last for decades. |
| Usually long, not suitable for shortened attention spans. | Can be very short (up to 2 to 3 seconds). |
| Cannot be adapted to all mediums, especially the digital media which requires shorter versions. | Can be adapted to a variety of media: long versions for non-digital, shorter versions for digital. |
| Difficult to comprehend for a global audience because of the use of words | Easy to comprehend for a global audience as it uses only music. |
We can collaborate with you as the brand owner and the music composer to create memorable sonic identities that reflect your brand.
