Young adults are almost twice as likely to purchase from a brand that has a sonic identity, signalling the importance of sound within brand marketing, according to a new study from audio branding agency DLMDD and YouGov.
Overall, 12% of all British adults say a sonic identity makes them more likely to continually purchase from the brand, with this doubling to 23% among those aged 18 to 24.
This suggests having a familiar sonic identity can help brands stand out among competitors and build consumer loyalty. The research found that those aged 18 to 24 are twice as...