Do you recognize Coolblue’s whistle? 9 out of 10 Dutch people don’t. This is why…
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Did you know that only 11% of people recognize the Coolblue whistle as Coolblue? That sounded strange to me. In this article we will find out how this is possible, and how you can prevent the same fate.
Last September, Unravel Research, in collaboration with Byron Sharp and Niels from TAMBR, investigated which sound logos and jingles are the most iconic.
Sound assets
The sound assets of Kruidvat , Douwe Egberts and Albert Heijn come out on top. Like those of Hornbach , Netflix and Jumbo , these are both very recognizable and unique (Figure 1). In other words, the sound assets of these brands play an important role in people’s mental availability.
The sound assets of well-known brand
Figure 1
The greater the mental availability, the greater the chance that your brand will be purchased. Brand assets form the neural bridge between brand and sales.
Even more good news for these brands, as sonic brand cues are up to eight times more effective at generating brand attention than logos and slogans (Figure 2), according to a meta-analysis by Ipsos .
sonic brand cues versus logos
Figure 2
While sound assets are used in only 8% of north korea email list 815 contact leads advertisements (Figure 3). The most used brand assets are logos (91%), colors (69%) and slogans (45%).
How often brands use sound assets.
Figure 3
The whistle of Coolblue
Still, I couldn’t imagine that 89% of respondents, after hearing the typical Coolblue whistle, would not have filled in Coolblue as the brand when asked which brand it reminded them of.
The actual question was:
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Listen to the sound and indicate which brand(s) come to mind in the field of (online) stores.
Niels de Jong, Sonic strategist at TAMBR, can explain the low score on uniqueness (also the horizontal axis in figure 1. Brand Asset Test: Sound logos and jingles). Niels de Jong: “The tune of Coolblue is alb directory not that surprising melodically and consists of only one interval. There is no ‘story’, but that is exactly what our brain is waiting for!”
During the announcement of the top 30, Niels played four commercials that used a ‘similar’ whistle in the commercial. The Coolblue jingle is therefore not really unique, but this only explains the low score on uniqueness. This does not yet explain the low score on familiarity (the vertical axis). However, this can be explained by the fact that I fell for the ‘ false consensus bias ‘.