Attribute benchmarking and personality profiling for sonic branding (“Sonscience”)

With the rapid increase of voice-controlled assistants and machines, brands increasingly realise that to have a recognisable, memorable sonic logo (a short musical composition) will soon become as important as their visual logo. As a core brand asset, this sonic logo needs to reflect and reinforce their brand personality in order to build brand value.

This project will create full benchmarking for over 200 personality attributes to enable brands to empirically measure how closely any given piece of music resonates/matches their core brand values (e.g. trust, innovation, freedom etc).

These benchmarks will be created using advanced testing paradigms from experimental psychology for measuring semantic-emotional associations and memorability of audio assets conducted with hundreds of thousands of consumers. Testing paradigms will comprise both implicit and explicit response tasks. The output will be a unique online SaaS interface enabling any new sonic asset to be tested, benchmarked and mapped against over 200 brand attributes.

In addition, the project will create benchmarks to quantitatively measure how memorable and recognisable any musical asset is ensuring that this is optimised for any given project.

The project will create a new gold standard for music testing in the context of advertising and sonic branding ensuring effective and efficient allocation of resources for brands worldwide.

SoundOut will conduct the project in partnership with the world leading academic experts in Music, Mind and Brain at Goldsmiths University in London. Project duration is 12 months, with total costs for partners SoundOut and Goldsmiths University of £440,160\.