The Power of a Sonic Brand


Ba da ba bah bah.  Bah ba da bah duh bum bum.  Ding ding ding ding ding.

That looks like gibberish or baby talk, but when you HEAR it, they are iconic brand audio signatures from McDonald’s, Farmer’s Insurance and T-Mobile.

There has been an exhaustive amount of research done over the past several decades on the power of sound and how it impacts moods, influences product sales, influences consumer spending, stimulates our brains, aids in healing, is reassuring, keeps us company and triggers all kinds of reactions.

According to Harvard Business Review research, the strategic use of sound can play an important role in positively differentiating a product or service, enhancing recall, creating preference, building trust, and even increasing sales.

At the end of 2017, Veritonic released an update to their groundbreaking audio logo index that objectively examines and measures the impact of audio signatures through their proprietary EchoTime™ technology that tracks emotions and engagement among an online panel of more than 1,000 targeted panelists.

Key findings from the study include:

  • Jingles increase success
  • Brand audio logos/cues enhance uniqueness of message
  • Clarity and focus on a product drives purchase intent
  • Multiple product mentions in a single spot diminishes impact
  • Emphasize your products, not the competition
  • Millennials respond more positively than older adults

So you see, a brand’s audio signature is incredibly valuable and should be leveraged in radio.  The sound of a narrator’s voice, the music featured in the commercial or a slogan can trigger an immediate consumer response and for new radio advertisers, perhaps they already have an audio asset that can be transformed for impactful radio.

For more information on Veritonic, the Audio Index methodology or to view the full executive summary, click here.

CES 2018 Las Vegas


Among the biggest stars at CES 2018 were the newest smart speakers and the latest skills they offer. With it comes many new opportunities for radio as audio, and how Artificial Intelligence (AI) devices like Alexa are influencing the way consumers are tapping into their favorite stations using these skills. The machine learning is improving the way we interact with the technology. So it’s no surprise that this year’s CES theme was AI! Everything is getting smarter due to data. As the devices get smarter, audio will play a larger role.

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Radio: Consumers’ Weekly Leader

2018 is now in full swing, and with so many retrospective articles across publications it is also a great time to take a new look at media comparisons. 2017 seemed to be the year for digital and social media as seen in so many articles.

However, figures in other research publications and newsletters painted a very different image.

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Getting Fit with Radio

Now that the holiday eating and drinking events are behind, consumers will suddenly feel guilty about all of their indulgences.  One look at any talk show, home TV shopping program or even ads on the internet seems focused on one thing – getting fit.

While there are some adults (okay a lot) that will make health and fitness one of their resolutions, there are many who go to the gym or exercise on a regular basis.

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2017 – It’s Been An Incredible Year

It’s incredible to believe that 2017 is coming to a close.  The year just seemed to fly by.

There were so many events that took place around the world this past year and many of these events left a mark in the world of pop culture.  Similar to events that shaped pop culture, there were events that shaped and influenced how radio is perceived. Continue reading “2017 – It’s Been An Incredible Year”

Dining During the Holidays

By now, the hustle and bustle of holiday shopping is reaching a crescendo for many of us.  With aching backs and feet from all the window shopping for ideas to shopping in-store, there is nothing better than sitting down for a good meal.

There are numerous dining options for consumers – from quick-serve to fast casual to sit-down restaurants.  With all of these options, enticing their taste buds can be a difficult challenge.  How do you reach consumers that are on-the-go or right before they are about to shop?  With radio, of course.

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