What’s the best way to create brand recall in an ad?

An interesting study was done by Ipsos in 2020 “THE POWER OF YOU: Why distinctive brand assets are a driving force of creative effectiveness” which shows the disconnect between the power that Audio Brand assets and cues have in advertising, versus the number of brands actually using them. As shown in this graph adaptation by Applied Brand Science, Ipsos’ study found that the brand elements that had the most impact on brand linkage + recall were branded sounds and brand characters.

Yet only 14% of ads used brand characters, and only 6% had used branded sounds.

Now, more than ever, it is important for brands to strategically think about Audio Branding when it comes to marketing, advertising, customer experience and much more.