Bunnings, VB lead Australia's audio branding charts

New index ratings of the most effective audio branding identifies the top Australian companies for sonic branding creative

Bunnings and Victoria Bitter lead the way in Australia’s audio branding effectiveness stakes, a new research project claims.

The new sonic branding research was kicked off by Southern Cross Austereo in partnership with audio intelligence platform provider, Veritonic, and sought to ascertain which Australian brands boasted the strongest audio branding creative effectiveness for consumers out of a list of 26. The files were analysed via machine learning and learning algorithms, with data then combined with survey responses from 2100 consumers across SCA’s insights community. The work was based on a range of attributes including brand familiarity and memorability and saw each brand’s audio tune given a ‘Veritonic Audio Score’.   

Bunnings came up trumps on the list for winning scores across almost all indicators, from authenticity, to likeability, uniqueness and high recall. In addition, the brand scored highly for other emotional attributes such as trust, authenticity and happiness.

The hardware retail giant also recently topped a recent survey by Roy Morgan of Australia’s most trusted brands, results derived during the height of the COVID-19 lockdown.

Coming in second was Victoria Bitter, which matched Bunnings for emotional attributes such as authenticity, likeability and uniqueness. All of these characteristics map directly to high recall, the list authors noted.

Following Bunnings and VB in the top five were Toyota, McDonalds and Telstra. Rounding out the top 10 brands in Australia were Coles, Intel, AAMI, Woolworths and Harvey Norman.

In terms of category, FMCG proved the best-performing industry for sonic branding, driven by VB as well as brands such as SPC. Retail followed closely behind, while automotive was found to be the lowest performing sector. The one major exception was Toyota, which has been running the same audio branding around its ‘Oh what a feeling’ messaging since the 1980s.

Global brands performed strongly on UK and US versions of the list, such as Intel and Netflix, were shown to be consistently strong with Australian consumers as well.

SCA national head of creativity, Matt Dickson, noted familiarity as a big influencer on recall and its impact on list scoring.

“Each of these businesses is both long-established and among the brands spending the most on marketing in Australia,” he pointed out.

All of Australia’s top 10 brands, the list authors noted, used melody as a memorable audio device. Broadly, audio logos featuring a melody had a 20 per cent higher memorability and brand association result than those that did not.

“An audio logo needs a melody to be memorable and if it contains the brand name as well it’s even more effective,” Dickson said. “There’s also the ‘whistle test’. If you can’t whistle an audio logo, it’s probably too complex and won’t be as effective. It’s an interesting parallel to visual logos – if you can draw a visual logo, it’s more iconic and easier to remember. The same applies to audio branding with whistling or humming.”

Another finding was audio logos resonate more depending on age group, although the age of the brands could also play a role here. For example, Boost Juice and Netflix were found to be 42 per cent more memorable with those aged 18 to 39, while SPC’s sonic brand was 18 per cent memorable for those aged over 40.

By contrast, Bunnings, Toyota, McDonalds and Harvey Norman all scored relatively equally across demographic groups.

Dickson claimed the need for sonic branding was growing in importance as more audio-based capability came into our lives through technology such as smart speakers, changing the way we interact with brands and buy.

“Every search that happens via smart speaker is one less search that happens visually,” he added. “If your brand doesn’t have audio brand assets, then how is anyone going to know who you are in a voice environment?”

Read more: IAB: Why your audio branding is just as important as visual branding

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in