The Sound of Logos
Anyone who wants their brand to appeal to all of consumers' senses should also incorporate an auditory element into it.
If you want your brand to appeal to all of the consumer's senses, you should also add an acoustic component to it. The German research institute TNS Emnid, together with the marketing agency Different and the production company Hastings Audio Network, is investigating the effect of such "sound logos". The first result is the "Sound Logo Evaluation", which is intended to measure the effect of a sound sequence as a brand logo within an advertising medium on the target group. Further information on the Sound Logo Evaluation and the results of the pilot study is available from TMS Emnid (0049 521 9257 582 or manfred. eber [email protected]).
