BrandMatch, a subconscious power of music tool
BETTER SOUND 2022 | Categories: Research & Development, Audio Branding
Entrant
SoundOut
Abstract
SoundOut has developed a quantitative technology called BrandMatch which enables brands to capitalise on the emotional power of sound. BrandMatch enables brands to precisely benchmark their core brand personality and then test any piece of music or voice and measure the percentage match.
Description
While SoundOut had been testing music for record labels and radio groups for many years, it became clear that there was no effective testing methodology in place for testing music for advertising and branding. SoundOut therefore collaborated with branding consultancies and academia (specifically Goldsmiths, University of London music psychology department) to create a breakthrough tool to test music from a brand centric perspective.
The result was the development of a quantitative technology called BrandMatch which enables brands to capitalise on the emotional power of sound. BrandMatch enables brands to precisely benchmark their core brand personality and then test any piece of music or voice and measure the percentage match. This ensures that a new sonic identity, or music used in marketing, is consistent with the brand and is aligned with all other distinctive brand assets. This enables brands to apply a strategic approach to sonic branding and marketing for the first time.
To create BrandMatch, SoundOut tested hundreds of musical assets against over 200 brand attributes with over 500,000 consumers, creating over 7.5 million data points of consumer feedback. SoundOut used statistical AI techniques to map the 40,000+ correlations between each and every attribute thereby creating an emotional DNA map of music –a major breakthrough and world first.
Using advanced data science, SoundOut identified 14 cornerstone attributes that, correctly weighted and combined, captured over 95% of the emotional variance of any brand, music composition or voice. This resulted in BrandMatch, a breakthrough technology product that enables brands to make a strategic investment in sound, to not only match core brand personality but strengthen the emotional connection with the brand.
To use BrandMatch, the brand simply defines its brand using the 14 cornerstone attributes, this creates a brand personality benchmark against which all musical assets can be tested. The musical assets are then tested with consumers against the same 14 attributes (with no brand association). Using statistical analysis, the two personalities are then plotted on a six component plot and the personality match is calculated.
By demonstrating to sonic branding agencies, brands and generalist agencies that sound could be quantitatively measured, SoundOut has helped convince many brands to elevate sound to use it alongside their visual brand assets to create a multi-sensory impact that triggers an emotional response.
BrandMatch has enjoyed significant market success and has already been used by numerous brands in sonic branding projects. These include TikTok, Netflix, eBay, Ford, GSK, Unilever, Toyota, Amazon and many others. As a result SoundOut is now recognised as the market leader in testing music for brands. BrandMatch provides world leading brands and sonic branding agencies with the tools to prove the effectiveness of their work and thereby underpin investment decisions.