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Betway partners with branding firm DLMDD to create “new sonic identity”

Betway has partnered with DLMDD, a London-based sonic branding agency, to help the betting operator create a new identity in the minds of customers around the world. 

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DLMDD, which specialises in sonic (or audio) branding, has been selected by Betway to craft a new sonic company logo, to “deliver the unique feeling of thrill and excitement synonymous with the brand.” 

Betway hopes that, through a tactical repositioning of its brand, it can further enhance recall, recognition and equity with new and existing audiences. 

Wes Godwin, Betway Brand Director, commented: “I’m elated to see that our new Brand Sonic has been recognised by Mark Ritson as 'Best Newcomer' and 'One to Watch.’ An immense effort by my team and the guys over at DLMDD and Saatchi & Saatchi for getting this delivered to such a high standard.”  

Consumer research already shows positive feedback for the new sonic branding. SoundOut, a market research firm, recorded brand effectiveness metrics of 92% for Betway’s personality, 74% for its brand appeal and 77% for perception of brand value. 

Sascha Darroch-Davies, Co-Founder, DLMDD, said: “This is a punchy piece of sonic branding, but beyond just a great sonic logo, Betway is a symbol of just how much brand impact can be packed into three seconds of sound. We’re delighted to see it dubbed as a top-five sonic identity in the years to come.” 

DLMDD has collaborated with advertising specialists, Saatchi & Saatchi, in the creation of Betway’s new branding. The latter has been drafted in to use its communications network to roll out the campaign across customer touchpoints, activities and worldwide markets. 

Previously, DLMDD has also partnered with the likes of Singapore Airlines, Aldi and NBC Universal to create sonic branding campaigns which resonate with their respective audiences.

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