Brand experience occurs across many dimensions. And one of those dimensions is how a brand sounds.
While advertising jingles aren’t exactly fashionable these days, they’re still a useful way of triggering a consumer’s brand memory. Think of them as an “audio logo”.
Veritonic, a marketing analytics platform for commercial music, today revealed the results of research into the best-recognised brand jingles. The top 10 audio logos in the US today are:
- Nationwide (“Nationwide is on your side”).
- Farmer’s Insurance (“We are farmers… bum pa dum ba dum bum bum”).
- Intel (5 chimes).
- Green Giant (“Ho ho ho… Green Giant”).
- Hot Pockets (Microwave ‘ding’… “Hot Pockets”).
- McDonalds (“Ba da dup dah dah … I’m lovin’ it).
- Chevy (“Chevy Trucks”).
- Folgers (“The best part of wakin’ up … is Folgers in your cup).
- Statefarm (9 happy bleeps).
- T-Mobile (5 chimes).
You can see – and hear – the full top 25 here.
Veritronic’s research also revealed other interesting findings about the use of audio logos in branding.
- There is a strong correlation between marketing spend and the performance of audio logos. The most successful audio logos generally (though not exclusively) belong to the biggest marketers.
- Longevity counts. Most of the strongest performers were in-market for a considerable amount of time. Some, decades.
- There is a wide variation by industry in the performance of audio logos. Some industries (tech, financial, CPG and QSR) performed above average. Automotive and other industries performed below average.
- Words Matter. Audio logos with a verbal component strongly outperformed those without a verbal component.
- Branding names matter. Audio logos that include the name of the brand in either a spoken or sung fashion tend to outperform those that are purely musical.
Finally, a word on methodology. Panelists were asked to record their emotions as the logos played and were asked about the feelings the audio evoked. They were then contacted 48 hours later to test recall of audio logos. Panelists’ emotions and engagement were also tracked using Veritonic’s “EchoTime” technology.
Each brand’s overall 1-100 score in the ranking combined unaided recall, plus emotion categories including: excited, happy, approachable, authentic, confident, empowering, innovative, likable, reputable, simple, trustworthy, and unique.