Creative music company MassiveMusic has partnered with SoundOut, to create a tool called MassiveBASS for brands to help them create sound logos that have been scientifically proven to leave a lasting impression. remember for the consumer and associate the essence with the personality of the brand.
Underpinned by a scientific approach, a new tool called MassiveBASS (Brand Attribute Sound System) powered by SoundOut technology, offers marketers the unique ability to combine their brand values with music.
With input from more than half a million consumers and cutting-edge data science, the tool eliminates subjectivity and helps marketers understand how to achieve real performance in an open and powerful emotional brand. further branding opportunities.
Audio branding is becoming increasingly important for brands to cut through the noise and build an instant emotional connection with consumers. Many brands are still missing out on important opportunities to be ‘heard’, despite the explosion of digital technology.
MassiveMusic and SoundOut tested hundreds of audio assets based on more than 200 different values (such as believable, authentic, enjoyable, desirable, bold, disruptive, fun) with over 500,000 people consumption. Advanced data science is then used to map the correlations between each tested value in a musical context.
The way brands typically interact with consumers is to define their core values and the tone of their communication. For example, Volvo’s brand is about safety, Mercedes is about luxury, BMW is about performance. Additionally, brands often use Jungian archetypes to define and guide their strategy. Nike is the Hero, Disney the Magician and Harley Davidson the Outlaw.
MassiveBASS combines sounds that align with the brand’s core values and archetypes providing a musical mix that not only aligns with the brand, but shows that those sounds are more likely to be recorded by consumers. remember and recall.
The tool then ranks the audio content against the most recent match. Agents and brands can then identify the sounds that work best in the chosen synopsis and offer creative directions that can be pursued to create a new and unique tonal identity, Powered by data and strategy – real performance is achieved.
Marijn Roozemond, Senior Creative Strategist at MassiveMusic, explains: “Evaluating a brand’s sound standards with its core values is something we’ve been pioneering for years. To be able to demonstrate effectiveness using a true scientific tool is the breakthrough for sound branding. Briefing composers to create famous original sound brands is difficult because music is subjective. This tool is designed to be used early in the process to help inform creative pathways and maximize the chances of strong acquisition and acquisition.”
David Courtier-Dutton, CEO of SoundOut, said: n “Brands have traditionally viewed the sound of their industry as a benchmark rather than the brand’s own personality and model. This often results in a non-strategic and ineffective asset. MassiveBASS is a single powerful tool that eliminates subjectivity. If a brand is going to invest money, it needs a performance asset that not only contributes to the overall branding, but also provides marketers with the ability to truly measure performance.”
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