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The Power of Sonic Branding

The Power of Sonic Branding

Aug 1, 2012 1:15 AM, By Erin Shipps, senior associate editor

Katz Marketing Solutions recently commissioned a study to determine the impact of various national advertisers’ sonic brands – in other words, how does what we hear affect how well we remember a company?

The interesting study found that audio, even just a few seconds of it, can trigger powerful brand messaging that impacts us cognitively, behaviorally and even physiologically. Twenty-four audio signatures were tested and 250 respondents were asked questions about each.

See the results at and take our quiz below to see how well you know your sonic branding. Match the slogan on the left with its company on the right. Answers are listed below.

1. Are you in good hands?Mazda2. Pizza! Pizza!Southwest Airlines3. Fifteen minutes could save you 15% or more on car insurance.Home Depot4. Like a good neighbor…Taco Bell5. M’m! M’m! Good!Allstate6. You are now free to move about the country.State Farm7. Zoom-ZoomCampbell’s8. More saving, more doing.Capital One9. What’s in your wallet?Little Caesars10. Think outside the bunGeico

1. Allstate
2. Little Caesars
3. Geico
4. State Farm
5. Campbell’s
6. Southwest Airlines
7. Mazda
8. The Home Depot
9. Capital One
10. Taco Bell

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