How to ensure that a sonic logo is going to be effective

This article focuses on the SoundOut Index Effectiveness Edition, a deep dive into what makes a sonic identity effective for consumers.

Emotional shorthand

Music will always have one very obvious advantage over other marketing assets: earlids are not a thing. Music is unavoidable, and therefore the most pervasive. Sure, you’ve got to use it in conjunction with other assets, but can you think of a commercial that did not use music? Indeed, you are more likely to consciously notice when music is not present in an ad.

“Music”, Tolstoy once wrote, is “the shorthand of emotion.” Nothing stimulates our emotional response like music, and the reason for that is that it operates directly on our subconsciousness. That’s why music...

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