The blog.
Audio branding, sound neuromarketing, sound design and music for advertising – insights and behind-the-scenes from the TADADAM team.
Your Ad Sounds Just Like Your Competitors'. That's Why No One Remembers It
Ipsos analyzed 2,015 video ads across 10 product categories. Audio proved 3.44x more effective than visual assets at building brand attention — yet fewer than one in ten ads uses it. That's not a gap. That's an advantage sitting on the table.
75% of People Recognize a Brand by Sound Alone. Would They Recognize Yours?
In a study of 353 people, 75.1% identified a brand by sound alone. The Nokia Tune: 68% recognition with no name, no logo, not a single word. A melody from 1902 sold billions of phones. The question isn't "does sound work" — it's "why don't you have one yet."
Before You Think “I Like It,” Your Brain Has Already Decided
Music activates the reward system and releases oxytocin – the trust hormone – before the cortex gets a chance to decide whether “we like this.” EEG picks up brand conditioning that survey respondents never report. The brain knows more than it admits. Audio branding plays on exactly that level.
Three Times, Not Seven: How Many Repetitions a Sonic Logo Really Needs
A team from Prasetiya Mulya University tested 1, 3, and 7 repetitions of a sonic logo on 300 people. All four hypotheses confirmed, each at p<0.001. The biggest jump in effectiveness? Between the first and third repetition. After that, returns shrink. The takeaway: consistency matters more than frequency.
Simple or Distinctive? The Trade-Off That Makes or Breaks a Sonic Logo
The largest sonic logo study in history – 1,860 people, 90 commercial signatures, a consortium including Goldsmiths and Max Planck. The surprising conclusion: the simpler the sound, the easier it is to hum – and the harder to recognize in noise. And vice versa. The designer has to choose which memory to target.
“Tudum” in 3 Seconds: What Brands Can Learn From Netflix
Netflix’s “tudum” is recognized by 94% of people. TikTok’s sound — 70%. The difference? Netflix plays its sonic logo at the start of the content, when attention is at its peak. That’s not luck — it’s a design decision. The best brands don’t have better sounds — they have a better strategy for where those sounds play.
Alexa Doesn't See Your Logo. She Hears It — or Nothing at All
You shop through Alexa, Google Assistant, or Siri — and you never see a logo. What's left is voice and sound. Brands without a voice persona simply don't exist to a voice assistant. This isn't science fiction a decade away — it's a channel that's growing right now.
Five Audio Branding Myths That Are Quietly Costing You Recognition
"A sonic logo is just a jingle." "The more repetitions, the better." "Just ask people in a survey if they like it." Every one of these sounds reasonable — and every one is wrong. Here are five myths the research tears apart, along with what to do instead.
How to Measure Something as Elusive as Your Brand's Sound
“Our music should be energetic and modern.” Sounds like a brief — it's actually a wish. The Geneva Emotional Music Scale measures music-evoked emotions across 9 dimensions, from Joyful Activation to Tension. Suddenly “energetic” becomes a number you can benchmark against your competitors' profiles. That's what a brand sound audit looks like.
Poland 2026 Sounds Like Sweden 2011 — and That's Good News
In 2011, Swedish researchers wrote that brands have jingles but no sound strategy — and keep asking about an ROI nobody can calculate. Fifteen years later, the same sentence describes Poland. There's one difference: we now have the tools they were missing. And the Polish Patent Office has accepted sound trademarks since 2018 — with almost no one taking advantage.