How to ensure that a sonic logo is going to be effective

This article focuses on the SoundOut Index Effectiveness Edition, a deep dive into what makes a sonic identity effective for consumers.

Emotional shorthand

Music will always have one very obvious advantage over other marketing assets: earlids are not a thing. Music is unavoidable, and therefore the most pervasive. Sure, you’ve got to use it in conjunction with other assets, but can you think of a commer present in an ad.