{"id":19032,"date":"2023-10-27T21:22:33","date_gmt":"2023-10-27T21:22:33","guid":{"rendered":"https:\/\/mysourcefunding.com\/marketing\/gen-zers-can-recognize-brands-based-solely-on-sonic-memes-report-says\/"},"modified":"2023-10-27T21:22:34","modified_gmt":"2023-10-27T21:22:34","slug":"gen-zers-can-recognize-brands-based-solely-on-sonic-memes-report-says","status":"publish","type":"post","link":"https:\/\/mysourcefunding.com\/?p=19032","title":{"rendered":"Gen Zers can recognize brands based solely on \u2018sonic memes,\u2019 report says"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Some Gen Zers can name a brand based on sound alone, according to a new report from sonic branding agency amp.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The agency\u2019s research and insights team analyzed the sonic branding work of 72 companies that Morning Consult previously found were most popular among Gen Z to see if sound might be making an impact on consumers of that generation.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">While the report indicates that sound likely won\u2019t make or break a brand in the minds of Gen Zers, it can certainly help when it comes to recognition.<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\"><strong>Name that meme<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">If there\u2019s one thing brands and Gen Zers both love, it\u2019s TikTok.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">From licensing popular tracks to creating custom \u201cbrand beats\u201d (don\u2019t call them jingles), marketers have embraced sound as a way to stand out on the platform. Sometimes, brand sounds even become \u201csonic memes,\u201d aka they go viral on their own. According to amp, they can drive recognition, even if the sound doesn\u2019t mention the brand name.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">The agency had 75 Gen Zers listen to a handful of brand sounds, several of which have gone viral, like the old Windows XP startup sound and Burger King\u2019s \u201cWhopper Whopper.\u201d More than three-quarters of the respondents (81%) said they recognized viral or meme sounds, compared to 41% who said the same of the non-meme sounds.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Plus, Gen Zers correctly named the brand associated with a meme sound without being provided with a list of options to choose from 54% of the time. One-quarter (25%) were able to do the same with the non-meme sounds.<\/p>\n<div class=\"style__InlineSubscribeWrapper-sc-6c5f8bb2-1 ejIYkL\">\n<div id=\"inline-subscribe\" class=\"style__Container-sc-6fdcc87e-0 style__RoundedContainer-sc-6c630ac0-0 iTWzCH wGFGp\">\n<h5 class=\"dist__StyledText-sc-630f0a6f-12 klywaN inline-subscribe\">Get marketing news you&#8217;ll actually want to read<\/h5>\n<p class=\"dist__StyledText-sc-630f0a6f-12 djCKmk inline-subscribe\">Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cIt\u2019s really about just creating it, and then handing it over to Gen Z,\u201d Rex Hirschhorn, a research and insights consultant for amp, told Marketing Brew. \u201cThis age group has this incredible desire to not just listen and be like, \u2018Oh yeah, the brand has a sonic identity or a sonic logo.\u2019 Actually, they take it and they make a meme like that. They do what they want with it, they create it, they mix it. It\u2019s self-propelling, really.\u201d<\/p>\n<h2 class=\"dist__StyledText-sc-630f0a6f-12 isOquW\"><strong>Best of the rest<\/strong><\/h2>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">Gen Z\u2019s favorite brands aren\u2019t necessarily the ones with the highest sonic branding scores, which amp calculates based on a variety of factors, like whether or not the brand has a sonic logo, how often it\u2019s used, and if the brand uses owned or licensed music. For instance, Mastercard, an amp client, got the highest score overall, at 74.4, per amp\u2019s 2023 Best Audio Brands report. (Mastercard has long held the top spot.)<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">But, of the brands on Morning Consult\u2019s list of Gen Z favorites, the highest sonic score was Nintendo\u2019s, at 52.8. PlayStation had the second highest sonic score of Gen Z\u2019s favorite brands, followed by Capri-Sun, Sephora, and KitKat.<\/p>\n<p class=\"dist__StyledText-sc-630f0a6f-12 eHEXyM\">\u201cKids like sugary sweets, and kids like to play video games,\u201d Hirschhorn said. \u201cBranding can enhance this to a next level. The question is: Can they stay with those same demographics as they get older? That\u2019s going to be where I think sonic branding probably makes its largest impact.\u201d<\/p>\n<\/div>\n<p>Read the full article <a href=\"https:\/\/www.marketingbrew.com\/stories\/2023\/10\/27\/gen-zers-can-recognize-brands-based-solely-on-sonic-memes-report-says?utm_source=&#038;utm_medium=syndication&#038;utm_campaign=feed\" target=\"_blank\" rel=\"noopener\">here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Some Gen Zers can name a brand based on sound alone, according to a new report from sonic branding agency amp. The agency\u2019s research and insights team analyzed the sonic branding work of 72 companies that Morning Consult previously found were most popular among Gen Z to see if sound might be making an impact [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":19033,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-19032","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gen Zers can recognize brands based solely on \u2018sonic memes,\u2019 report says | Brandiary<\/title>\n<meta name=\"description\" content=\"Some Gen Zers can name a brand based on sound alone, according to a new report from sonic branding agency amp.The agency\u2019s 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