“ 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. ”
Senior Global Brand Manager, Betway
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.”