Sonic cues: the most effective asset for branded attention
StatBrand & Creativity
On Ipsos's branded-attention scale, brand characters score 6.01x, celebrities 2.84x, package shape 2.09x, creative visual style 1.67x, colour 1.44x, font 1.41x and logo 1.17x. Sonic brand cues beat all of them at 8.53x.
Source
The WARC Guide to brand assets in a hybrid world (2022)
WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)
p. 30; Ipsos, The Power of You, 2020
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