Sonic weapons: Why Menulog is crushing Uber Eats and Doordash but nothing compares to Bunnings: SCA and Neuro-Insight on how to crush the competition through audio branding
The results are in: Bunnings’ 25-year-old bluesy melody is the country’s most effective audio brand, per Southern Cross Austereo’s 2022 Audio Logo Index. It “might as well be the national anthem”, SCA’s Matt Dickson says. But Menulog has raced up the ladder and is now second in the minds of 4,000 people surveyed. In a super competitive set against the likes of Uber Eats and Doordash, Menulog, using Katy Perry and Snoop Dog, has formed strong memory structures in consumers with audio. “We don't have the same amount of dollars or funding as some of the bigger competitors, so we're constantly trying to get that cut through, get that stand out,” Menulog’s Fiona Bateman says. “It’s a jungle out there,” Neuro-Insights’ Peter Pynta says. “If you strengthen your network… you can also, at the same time, simultaneously be weakening the competition's strength.”
See omnystudio.com/listener for privacy information.
The podcast Mi3 Audio Edition is embedded on this page from an open RSS feed. All files, descriptions, artwork and other metadata from the RSS-feed is the property of the podcast owner and not affiliated with or validated by Podplay.