Betway - Sonic Branding
‘Energetic, catchy, smart’: Mark Ritson’s ‘one to watch’ sonic brand
Betway's new sonic brand will help it to cut through in the competitive and homogeneous sports gambling sector, as Mark Ritson labels the asset “one to watch”.
Challenge
Betway has historically invested much of its marketing spend into sponsorship deals with high profile sports teams, such as West Ham United football club. The name has often been showcased during live matches or events, which has done “a lot of heavy lifting” for the brand.
That made us think, how can we achieve that in those non-visual formats?
Approach
Key to the brief was Betway’s aim to have consumers think “entertainment” when they thought of the brand.
Betway is an entertainment brand and the positioning is built around that. The brand also outlined in its brief that it wanted an “ownable, hard working” asset “that will work with everything”.
“ DLMDD did a great job of converting what we stand for in terms of our personality and positioning into how that might come across sonically...The agency kept the brand team very true to the brief, so decision making could never become too subjective. ”
Tom Morrell
Senior Global Brand Manager, Betway
The results
Marketing Week columnist and Mini MBA founder Mark Ritson used data from Soundout to rank the UK’s sonic brand assets in order of effectiveness.
Each sonic brand was scored against four key measures including appeal, how well the sound matches the brand’s personality, value and salience.
While sonic stalwarts Just Eat, Intel, Moonpig and Netflix unsurprisingly came out on top, Ritson also called out the highest new entry on the list of assets – Betway – which came in at 19th.
Impressive for a new sonic brand, Betway scored highly on three of the four measures, with 74% for appeal, 77% for value perception and 92% on brand fit. The only measure it fell down on was salience at 15%, which is likely due to the asset’s relatively short time in the market.
“If we took salience out and let Betway continue building this sonic asset for another year or two, it would be right up in the top five, maybe even top three,” Ritson explained as he announced the rankings.
Adding that the team at Betway have done a “fantastic job” so far, Ritson said: “Whatever they’re doing, they’re doing well and that makes it one to watch.”
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