The Power of Sonic Branding

August 1, 2012

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?Mazda
2. Pizza! Pizza!Southwest Airlines
3. Fifteen minutes could save you 15% or more on car insurance.Home Depot
4. Like a good neighbor...Taco Bell
5. M'm! M'm! Good!Allstate
6. You are now free to move about the country.State Farm
7. Zoom-ZoomCampbell's
8. More saving, more doing.Capital One
9. What's in your wallet?Little Caesars
10. 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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